Marketing teams are under pressure to prove ROI—but are they measuring the right things?

In this episode, Rebecca Shaddix, Head of Product, Customer, and Lifecycle Marketing at Garner Health, breaks down how her team aligns messaging with sales, refines content based on real-world feedback, and balances brand and performance marketing.

Rebecca shares how AI is changing sales outreach, why B2B direct mail is still underutilized, and the strategic role of analysts in marketing decisions. She also discusses the ongoing debate between over-measuring everything and trusting brand impact—even when it’s harder to quantify.

In this episode, you’ll learn:

• Why teams are over-indexing on dashboards instead of strategy
• How AI-powered sales tools are changing BDR workflows
• The role of brand marketing in driving long-term sales success

Jump into the conversation:

(00:00)Why some teams are over-measuring marketing with Rebecca Shaddix

(04:01) How Garner Health structures marketing and business development

(08:33) Building effective messaging packets instead of playbooks

(12:57) How sales reps are trained and certified in messaging

(17:35) The impact of a high-touch, in-person sales strategy

(21:13) Are AI-powered SDRs the future of sales development?

(25:22) The case for direct mail in B2B marketing

(30:18) How brand marketing is gaining traction despite being harder to measure

(34:44) Why over-reliance on performance marketing can backfire

(38:41) The role of influencers in B2B marketing

(42:39) How to evaluate if a company truly values marketing

(46:56) The challenge of scaling marketing in a high-growth startup

(48:40) What’s changing in Garner Health’s marketing strategy for 2025