Justin Steinman (CMO, Definitive Healthcare) & Anda Gansca (CEO, Knotch) discuss the intersection of data and content, and how to use both to move a business forward.

• 01:02 - Justin Steinman's path to CMO
• 07:45 - The importance of creating options in your career
• 09:20 - How Justin built products at Aetna post-CVS acquisition
• 12:00 - Taking Definitive Healthcare through IPO
• 15:45 - How Justin retained his entire team through an IPO
• 18:13 - Explaining marketing to non-marketers
• 19:23 - Why are marketers questioned about the value of marketing?
• 22:37 - A CMO needs to have clear, open metrics
• 25:46 - Maximizing a marketing budget for efficient growth
• 29:04 - How to respond if someone asks you to do more with the same budget
• 32:33 - Measuring what is not immediately quantifiable
• 35:04 - Tying marketing to business metrics beyond the funnel
• 36:52 - How can you measure content?
• 39:58 - Is content a cost center or a profit center?
• 42:28 - How one CMO is thinking about the next 12 months

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