Table of Contents 3 The Challenge: Transitioning from Cost Center to Revenue-Driver 4 Step 1: Align Use Lifecycle Visibility to Unify Customer-Facing Departments Around Revenue 7 Step 2: Measure Identify Success Metrics and Implement a Measurement Plan 10 Step 3: Experiment Stick to a Regular Cycle of Tactical A/B Testing, Analysis, and Iteration 13 Step 4: Iterate Record Learnings, Adjust Course, and Reprioritize Backlog 15 The Result Featuring the insights of: Etai Beck — CEO, Folloze Marc Johnson — GM & CMO, Bombora Tracy Eiler — CMO, Alation Nate Johnson — CRO, Veterans United Meagen Eisenberg — CMO, TripActions Chandar Pattabhiram — CMO, Coupa Software Michael Freeman — VP of Marketing, Skilljar 2