Why Marketing Is About Much More Than Prospecting

Marketing is a critical tool to help bring in and close new business, but that’s far from the only value it can and should provide in organizations. In this video, Canopy Expert Advisor Rachael Shayne shares how and why marketing as a function should attract capital, employees and customers.

Marketing leader and branding expert Rachael Shayne has a proven track record in B2B marketing, helping brands stand up and stand out for accelerated growth. In her career, Rachel has successfully led transformative initiatives at Project Canary, LongPath Technologies, Alibaba.com, Zayo, Manna Tree, Axon, Risilience and BeZero. Rachel’s experience ranges from aligning marketing strategies with sales to generating demand and guiding brands through the complexities of growth, capital raises, reputational risks, hiring sprees and turnarounds. She has a knack for building strategic marketing frameworks that align with business growth objectives and is an invaluable resource for growth-stage companies looking to strengthen their brand and market position.