Interview with Ian Ferguson – Lynx

<p><a href='https://www.linkedin.com/in/iferguson'>Ian Ferguson</a>, VP of Sales and Marketing at <a href='https://www.lynx.com/'>Lynx Software Technologies</a>, sat down for our latest podcast episode in the B2B marketing professionals’ series. </p> <p>Ian discusses his career in the B2B technology industry and shares his opinions on the importance of having technical knowledge when marketing such products. He also shares his insights into how the need to shorten sales cycles is impacting the balance between sales and marketing, the importance of saying no when prioritising marketing activities and how course-correcting campaigns based on ongoing metrics allows you to optimise their success. </p>