Marketing leaders are expected to have a positive impact on revenue—but double it? That was what Amisha Gandhi was asked when she arrived as senior VP of marketing at Tipalti in January 2021. Tipalti, a payables automation software provider, benefited from the need to pay bills from anywhere—as offices shut down at the beginning of the pandemic. The next challenge for Gandhi was maintaining record growth.
“At every stage that your company goes through, you need to take a breath and reassess, revamp, and make some improvements on the gaps that you have at this level of growth,” Gandhi said. “What is the next thing to get the brand, demand gen and our goals to the next level?”.Integrated campaign and user conference led to 12% YOY increase for Tipalti.
Read the full Q&A on Ad Age: How a Payables Software Firm Continued Revenue Growth after Pandemic Boom
Listen to the Episode: Building B2B Brand and Demand in Tandem