Learn how to measure what matters and the best ways to align your sales and marketing teams during our expert panel! We’ll have four terrific marketers with years of experience from Qualtrics, Adobe,, Workfront, Blendtec, Vivint Smart Home, and more. They’ll be answering questions about what metrics you should be looking at, how to get one view of the truth when matching up marketing and sales reports, and the differences between metric tracking for B2B and B2C businesses. After the panel discussion, attendees will have a chance to ask questions and get advice from the panel.

Key takeaways:

1. The metrics that CMOs and marketing leaders should pay attention to

2. How to align your sales and marketing data to a single source of truth

3. Metric tracking for B2B vs. B2C marketing

4. What to measure at each stage of growth


Tim Eyre

VP of Web and Marketing Operations, Workfront

Tim Eyre is the Vice President of Web and Marketing Operations at Workfront, an Enterprise Work Management SAAS platform. He has spent his career shaping digital strategies as part of internal organizations and consulting relationships. He is responsible for Workfront’s global web/digital initiatives and marketing operations. Tim has been recognized for his strategic thinking and thought leadership by being named a 2016 CXO Award Winner by Utah Business. He is responsible for leading teams that develop the executional strategies for improving Workfront’s customer journey working closely with Sales and Finance executive leadership. Prior to joining Workfront, Tim was the Chief Operating Officer for Big Leap, a consulting agency where he was responsible for growth, strategy and operational initiatives.


Karen Peterson

Chief Marketing Officer, Brainstorm

Karen Peterson is a respected leader and expert in all strategic and functional aspects of marketing, online and offline, including digital and corporate marketing strategy, integrated marketing communications, customer lifecycle management, and more.

As the Chief Marketing Officer of BrainStorm, Inc., Karen has been able to apply her innovative and entrepreneurial approach to launching new, successful businesses and products. She believes in being hands-on, working on the details, while keeping the long-term vision and direction in-sight.

Prior to BrainStorm, Inc., Karen served as the Senior VP of Marketing, Chief Marketing Officer, and VP of Customer Marketing for


Rick Galan

Head of Digital Marketing, Qualtrics


Rick Galan is the Head of Digital Marketing at Qualtrics, where he oversees the teams driving demand through digital channels, website development, and optimization. Qualtrics’ Experience Management Platform helps over 9000 enterprises worldwide identify and close the gaps between what their brand offers and what people actually want across the four core experiences of business – customer, product, employee and brand

Prior to Qualtrics, Rick has over 12 years of digital marketing experience – building performance marketing teams and directing digital efforts at companies such as Blendtec, 1-800-Contacts, Mercent, and