Less Tech, More Impact: The Actionable Analytics Workshop

2:55 pm
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3:45 pm

In a world where marketing teams juggle 15+ tools and endless data streams, we're taking a radically different approach. This hands-on workshop challenges the "shiny new tools = better results" mindset and shows you how strategic simplification can facilitate growth, improve decision-making, and align your entire revenue team. Learn how Arkose Labs and MOBI Solutions partnered together to wrangle chaotic tool sprawl, resulting in streamlined, results-driven analytics that fuel confident market expansion.

Attendees complete a live audit of their marketing stack and leave with a personalized 90-day roadmap to eliminate tool clutter, align teams, and focus on metrics that matter. This isn't theory—it's a transformation you can implement Monday morning.

Key Learning

✅ Complete a marketing stack audit with elimination/consolidation priorities ✅ Build a 90-day simplification roadmap with quick wins and long-term success metrics ✅ Align OKRs with measurement strategy using the CLEAN framework ✅ Align marketing and sales around shared definitions and metrics ✅ Develop AI-era tool criteria to prevent future “shiny new tool” syndrome

Who Should Attend: Perfect For: Teams managing 8+ tools, struggling with attribution clarity, experiencing marketing-sales friction, or planning market expansion with confidence in their analytics. Experience Level: 2+ years marketing experience, optimized for decision-makers and influencers

Workshop Format: Interactive 60-minute session with peer collaboration and real data exercises. Complete toolkit provided. Don’t forget to bring your Laptop, a list of your current Martech Stack and approximate cost of each tool.

Session Agenda

  • Complete a marketing stack audit with elimination/consolidation priorities.
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  • Build a 90-day simplification roadmap with quick wins and long-term success metrics.
    ‍
  • Align OKRs with measurement strategy using the CLEAN framework.
    ‍
  • Align marketing and sales around shared definitions and metrics.

Speakers

Marisol Calvo

Sr. Marketing Growth Manager

Arkose Labs

Marisol Calvo

Sr. Marketing Growth Manager

Arkose Labs

Marisol Calvo is a results-driven Senior Manager of Growth Marketing at Arkose Labs, where she leads global demand generation and account-based marketing (ABX) strategy. With over 15 years of experience spanning diverse industries from cybersecurity to life sciences, Marisol has built a reputation for executing high-impact campaigns that drive measurable results. In her current role, she spearheads targeted campaigns that have achieved 100% target account reach and 86% engagement improvement, while serving as the critical liaison between Sales, Marketing, RevOps, and Finance teams to ensure cohesive go-to-market execution.

A strategic thinker with expertise in marketing operations and digital transformation, Marisol has successfully led the optimization of complex tech stacks including Marketo, Salesforce, and 6Sense, delivering Arkose Labs' first-ever accurate unified dataset for marketing and sales operations. Her comprehensive skill set encompasses everything from website strategy and user experience optimization to cross-functional team leadership, making her a versatile marketing leader who drives both pipeline growth and revenue acceleration. Based in Costa Rica, Marisol brings a global perspective to her work, combining data-driven insights with creative campaign execution to engage key decision-makers across multiple channels and drive business growth.

Rachel Noble Squire

Chief Executive Officer

Mobi Solutions

Rachel Noble Squire

Chief Executive Officer

Mobi Solutions

Rachel Squire is the Founder & CEO of MOBI Solutions, a boutique Marketing Ops consulting firm. As a 2× Marketo Champion with over a decade of experience in marketing and revenue operations, she helps B2B SaaS companies optimize Marketo and HubSpot to drive measurable results. She is a frequent speaker on attribution, lifecycle strategy, and customer journey mapping, and is passionate about cultivating an analytics-first approach to marketing.

About this Session's Track

Demand Gen & Digital, GTM Engineering & MOPs

Dive into the latest demand gen, digital tactics, and marketing operations frameworks that drive pipeline growth, from innovative and automated campaigns to AI-driven GTM engineering.