Michael Madden is the VP of Demand Generation at AlphaSense and was previously Director of Demand Generation at Marketo. In this guide, he lays out how to define lead-to-revenue stages and marketing to sales handoffs, how to think about attribution, and how marketing should own revenue goals (vs. lead-based vanity metrics).

Roz Greenfield has led sales enablement at Optimizely and Oracle and is now the Chief Enablement Officer at Level213, a boutique sales enablement consultancy. In this guide, she explains how to design trainings for sales and other go-to-market teams that zero on the content that sellers actually need to do their jobs, without wasting time on non-useful information.

Mark Stiving is Chief Pricing Educator at Impact Pricing, an advisory firm specializing in value-based pricing for B2B technology companies. In this guide, he describes how to manage a price increase (which probably shouldn’t be an across-the-board increase) including deciding how much more to charge, which customers should see a price increase, and how to manage the roll-out.