Скачать или смотреть From Analytics to Marketing SVP: Saima Rashid’s Journey & Leadership Lessons |

How does a data expert with a 20-year career in pure analytics become the marketing leader for one of the biggest brands in tech? What are the key lessons learned when bridging the gap between spreadsheets and brand storytelling?

In this episode of Tech Marketing Rewired, Saima Rashid unpacks her remarkable journey at 6sense, from building out the analytics function to leading the entire marketing organization.

She reveals the mindset shifts and strategies that enabled her to translate a deep understanding of data into a full-funnel, brand-to-demand engine. This isn't just a story about 6sense; it's a masterclass for any marketer who wants to evolve from a specialist into a more strategic, impactful leader.

Saima shares her playbook for everything from organizational change management to fostering a culture of innovation, proving that a data-driven background is one of the most powerful assets in the modern CMO's toolkit.

In this episode, you'll discover:
✅ The mindset shift required to go from a data analyst to a holistic marketing leader.
✅ Why the best analytics is actually about storytelling—and how to get your entire organization on board.
✅ How to apply a data-first approach to brand, demand, and AI to achieve incredible results (like generating 25% of pipeline from autonomous AI).
✅ Key lessons on leading organizational change when shifting your company's core marketing metrics.
✅ The simple two-word philosophy ("Say Yes") that fueled her journey from specialist to executive.

Connect with Saima at:   / saima-rashid  

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Chapters:
00:00:00 - Introduction
00:01:53 - From Analytics Expert to Marketing Leader
00:05:46 - Why It's Time to Move Beyond the MQL
00:09:12 - The "Customer Zero" Playbook: Generating 25% of Pipeline with AI
01:03:45 - Making the Data-Driven Case for Brand Investment
01:08:05 - Mandate #1: How CMOs Should Navigate the AI Hype
02:04:41 - Mandate #2: The Accountability Mandate & Speaking the CFO's Language
02:08:00 - Why Alignment with the CRO and CCO is Non-Negotiable
02:11:28 - Mandate #3: Hiring for Curiosity and Building a Modern Team
02:15:55 - The New Reality: How AEO and GEO are Changing Marketing
02:20:05 - Are Leads from AI Search Engines Better Qualified?
02:23:25 - AI Roulette: The 2-Word Philosophy for Career Growth

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