►
Description
Discussion on direction for Pathfactory as relates to prescriptive buyer journeys as part of FY21-22 Segment Marketing Plan.
Covered some challenges to tracking, direction for shorter, more prescriptive content journeys by persona, and the idea to open up permissions to remove blockers.
A
No,
no,
it's
fine,
I'm
just
context.
Switching
in
my
mind,
so
just
getting
my
bearings,
I
did
catch
up
on
the
meeting
that
you
all
had
yesterday.
Thank
you
for
recording
it.
I
appreciate
that
and
I'm
super
glad
that
we
are
all
getting
aligned
on
this
because
we're
all
doing
content
and
all
the
things
so,
first
and
foremost,
I
want
to
say
that
I'm
not
trying
to
be
a
gay
caper
of
path,
factory
and
say
no,
you
can't
have
access.
A
Obviously
we're
limited
on
the
amount
of
seats
that
we
can
provision.
I
do
think
we
have
some
extra
seats.
I
just
need
to
do
that
user
audit
and
I
can
do
that
fairly
quickly.
I
think
I
can
pull
that
into
this
milestone,
but
I
also
have
like
11
other
issues
in
this
milestone,
so
I'll
take
a
look
at
that.
A
Obviously,
the
more
people
that
use
pathfactory
the
better,
however,
I've
laid
out-
and
I've
spoke
with
jackie
about
this,
and
she
understands
and
knows
all
of
these
issues,
but
our
biggest
issue
to
date
with
path
factory
has
been
attributing
and
tracking
campaign
data
and
pf
engagement
back
to
the
campaigns
and
the
initiatives
that
are
happening.
What
do
you
mean?
You're,
not
sure
you
follow.
C
A
Okay,
yeah
no
problem,
but
I
I
spoke
with
jackie
in
length
and
she
understands
all
of
these
issues,
and
this
this
has
been
something
we've
been
trying
to
solve
for
for
quite
a
long
time,
we
use
visible
for
marketing
attribution.
There
is
not
a
native
integration
with
visible
and
path
factory.
We
have
been
robert
and
I
have
been
working
very
closely
with
their
solutions,
architect
and
their
engineering
team
to
try
and
band-aid
together
a
solution.
A
I
think
that
I
heard-
and
maybe
this
is
path
factor-
maybe
it's
another
tool,
but
there
might
be
a
native
integration
with
visible
coming
on
their
roadmap
in
the
future.
But
until
then
we
still
have
issues
with
utm
parameters
from
a
pdf
link,
passing
through
from
a
digital
ad
to
our
website,
through
path
factory
to
marketo
and
all
the
way
to
salesforce.
A
So
it's
very
difficult
for
us
to
understand.
Yes,
path.
Factory
is
working,
it's
a
great
product,
it's
a
great
experience
for
the
end
user,
but
how
is
that
actually
contributing
to
our
pipeline?
That
is
a
question
that
we're
still
trying
to
solve
and
that's
one
of
the
biggest
issues
we
need
to
solve.
For,
in
my
opinion,
before
we
can
approach
the
engaging
strategy
with
a
factory,
the
other
piece
of
this
is
incorporating
path,
factor
engagement,
data
into
our
current
lead
scoring
model.
This
is
an
issue.
I've
linked
it
in
the
agenda.
A
So
you
can
take
a
look
at
that
and
then
the
other
two
aspects
to
this
one
is
that
pathfactory's
model
for
user
roles
and
permissions
is
somewhat
limited.
When
you
have
authoral
access,
you
have
access
to
almost
everything
in
path:
factory
outside
of
administrative
type,
stuff,
like
user
management.
So
when
I'm
training
folks,
I'm
introducing
them
literally
to
the
bevy
of
options,
they
can
do
in
their
role
because
they
have
access
to
it.
A
That
may
not
be
the
best
training
method
and
I'm
open
to
other
methods
to
do
that,
but
it
can
be
extremely
overwhelming
for
someone
logging
into
path
factory
for
the
first
time
and
seeing
all
of
the
different.
You
know,
content,
tags
and
there's
add
content
over
here
and
you
can
create
content
tracks.
What
is
a
content
track?
How
does
that
differ
from
an
explore
page
like
there's
a
lot
of
terms
that
get
thrown
around
so
I
do
think
I
need
to
work
on
a
second
iteration
of
that
training
to
make
it
super
clear.
A
The
other
part
of
this
is
quality
assurance,
which
was
mentioned
on
the
call
y'all
had
yesterday
with
erica.
We
do
have
open
issues
to
do
a
content,
tagging
audit
and
I'm
working
closely
with
her
team,
as
they
take
more
ownership
on
that
all
of
these
pieces
in
a
perfect
world.
If
they
were
solved
and
we
had
budget,
I
would
open
this
up
to
literally
everybody,
because
it
is
a
powerful
tool
and
it
should
be
used.
It's
there.
A
I
actually
spoke
with
their
product
managers
when
I
was
going
over
the
the
vex
demo,
which
is
the
virtual
events,
experience
aspect
that
they're
rolling
out
and
they
are
framing
it
after
you
know:
netflix
amazon,
all
the
big
players
that
have
already
done
all
of
this
user
experience.
Research
around
essentially
encouraging
people
to
binge
on
content.
A
A
A
Leslie
in
general,
I
would
like
to
onboard
your
team
to
use
pathfactory,
but
I
want
it
with
the
understanding
of
these
tracking
issues,
because
at
the
end
of
the
day,
they
can
use
path
factory
to
their
heart's
content.
But
I
want
them
to
be
able
to
report
on
the
success
of
actually
using
path
factory,
which
is
my
concern.
D
D
I
haven't
seen
that
field.
This
is
a
blocker
for
field
marketing.
I
know
as
we're
creating
different
workshops.
It
might
make
sense
for
us
to
create
different
paths
for
us
to
put
those
people
in,
but
I
would
want
the
paths
to
kind
of,
and
I
don't
technically
know
how
to
do
this,
but
like
can
we
push
them
to
a
path
that
we
already
have
created,
because
I
don't
want
the
field
marketers
to
be
the
dris
for
having
to
keep
these
pads
also
updated.
A
Well,
and
and
part
of
that
too,
I
just
want
to
point
out
that
you
know
if
they're
going
to
the
website
and
and
these
teams
content
product
marketing
marketing
programs
are
already
you
know,
creating
these
tracks
and
things.
You
know
that
you
know
your
audience
that
that
field
marketing
is
working
with
they're
likely
being
funded
to
the
website
and
they
may
or.
B
A
C
B
One
thing
that
I
would
just
mention
in
terms
of
like
the
access-
and
I
don't
know
that
everyone
should
have
access
or
what
I
don't
know
yet,
but
I
would
say
that
when
it
comes
to
the
segment
marketing
plan,
there's
a
clear
like
we
need
to
align
as
an
entire
marketing
organization
and
there's
already
become
better
alignment
with
content,
marketing
product
marketing,
technical
marketing.
Like
everyone
thinking
about
these
prescriptive
buyer
journeys
and
where
that
fits
in
with
field
marketing
is
with
campaign
managers
focused
on
top
funnel
mql
generation.
B
We're
thinking
about
the
prescriptive
buyer
journey
higher
up
in
the
education
stage
and
field
marketers
should
be
starting
to
get
aligned
with
the
content.
Product.
Marketing
teams,
like
every
team,
should
be
thinking
about
and
talking
about
content
in
the
same
way,
because
we
may
want
to
have
prescriptive
pads
for
mql
to
sao
leads
and
people
who
are
in
and
like
sao
to
close
one
if
needed
like.
I
think
that
everyone
just
needs
to
be
speaking
the
same
language
and
thinking
about
path
factory
in
that
way,
and
so
that's
that's.
B
A
D
A
So
I
was
gonna
say
based
on
something
erica
said
in
that
in
yesterday's
meeting
was
about
creating
those
tracks
based
on
persona
and
wow.
I
just
had
a
brain,
fart
y'all,
it's
stage
funnel
stage
so
persona
and
stage,
so
you
could
almost
see
like
having
that
version
version,
control
and
collaboration
content
track
as
a
top
of
funnel
assets.
But
then
you
might
have
one
that's
version
or
vcnc
middle
of
funnel
and
have
different
assets
for
that.
B
Apparently
yes,
kind
of
okay.
Here,
let
me
backtrack.
We
have
barely
spent
any
time
on
path
factory,
if
I'm
being
fully
honest
like
we,
we
put
assets
into
the
content
library
and
then
we
just
throw
them
into
whatever
relevant
track.
There
is
because
we
just
need
a
link
for
somebody
to
use
somewhere.
B
When
we
shift
to
the
pers
prescriptive
persona
based
buyer
journey,
we
will,
we
should
be
limiting
our
tracks
to
have
maybe
three
to
five
assets.
We
should
be
much
more
prescriptive,
so
it's
not
just
this
gamut
of
30
assets
and
you
can
kind
of
figure
it
out.
You
don't
get
as
many
valuable
findings
from
the
assets
when
it
it's
all
kind
of
diluted,
but
then
the
opportunities
that
they
could
have
to
like
click
around,
so
the
way
that
we
have
been
using
it.
B
I
would
caution,
don't
think
about
it
necessarily
from
how
we
technically
have
it
set
up
right
now,
but
what
our
future
state
is,
and
what
we
are
going
to
be
doubling
down
on
is
prescriptive.
Buyer
journeys,
which
is
where
every
team
in
marketing
should
be
involved
in
that
conversation
and
in
what
content
should
should
best
drive,
leads
through
the
funnel,
and
that's
where
the
connection
yeah.
Everything.
C
And
that's
and
that's
where
we
fit
into
this.
I
think
it's
real
important
that
we're
thinking
use
case
and
segment
and
so
not
only
use
case
segment
and
stage
in
the
buyer's
journey
right,
because
the
content
I
need,
if
I'm
trying
to
get
educated
about
continuous
integration,
you
know
interested
in
the
topic
of
continuous
integration.
C
D
A
A
I
don't
know
what
it
is
right
now
because
I'd
have
to
log
in,
but
if
it's
white
paper
it
automatically
gets
generated
as
that,
but
what
I've
been
communicating
to
different
teams
that
have
authoral
access
to
path,
factory,
there's
two
different
types
of
content
tracks,
there's
a
target
track
which,
as
jackie
said,
is
going
to
have
less
assets.
It's
more
personal,
it's
more
curated!
A
It's
more
targeted!
That's
going
to
have
about
five
to
seven
assets
in
a
max
with
a
recommended
track.
It's
using
pathfactory's,
ai
and
machine
learning
data
to
automatically
bubble
up
content;
that's
actually
resonating
with
the
audience
that
they're
actually
reading.
That's
where
you
would
put
in
you
know
like
30
assets
and
if
you
didn't
know
what
was
actually
resonating
with
an
audience
that
would
give
you
an
indication
of
okay.
This
is
what's
actually
resonating
with
this
audience.
A
A
A
Okay
and
honestly,
I'm
happy
to
hop
on
a
separate
call
with
you
and
dive
deeper
into
it
and
answer
all
your
questions
about
it,
because
I
definitely
want
your
team
to
be
able
to
use
it.
I
know
they've
they've
pinged
me
a
little
bit
and
you
know
wanting
the
path,
factory,
links
and
stuff,
so
I
want
to
make
sure
that
your
team
is
set
up
for
success.
B
C
Mean
but
the
need,
but
I
want
to
just
jump,
but
I
want
to
ask
a
question
because
I
what
I
heard
what
leslie
said,
I
want
to
make
sure
I
understand
it
and
is
that
what
I
heard
and
y'all
correct
me
if
I
got
if
I
heard
this
wrong,
is
that
and
what
maybe?
This
is
what
my
interpretation
is
too
is
that
leslie
was
questioning
whether
her
team
needs
to
be
able
to
create
and
manage
paths.
D
C
Which,
at
least
when
she
said
that
I
I
may
not
have
been
physically
nodding,
but
I
was
virtually
nodding
my
head,
because
at
the
end
of
the
day,
I
would
think
that
between
what
the
campaign
managers
are
doing
and
what
we're
doing
in
product
marketing
what's
happening,
content
marketing
we're
going
to
be
building
the
paths
and
building
the
flow
of
what
we
think
is
a
logically
curated
set
of
things.
For
someone
to
see
in
a
given
situation,
which
then
leslie's
team
is
going
to
be
one
of
the
primary
consumers
of
those.
D
C
A
No-
and
that
makes
sense
to
me
honestly
in
my
mind-
I
think
it
for
me
it's
a
lack
of
understanding
of
field,
marketing's
needs
and
that's
on
me,
and
I
need
to
reach
out
to
you
leslie
and
clear
that
up.
But
I
I
thought
that
field
marketing
wanted
to
create
paths
for
some
of
their
one-off
events,
some
things,
but
if
they're,
just
wanting
those
generic
like
aligned
to
the
plan,
use
cases
that
product
marketing
creates,
then
that
we
can
absolutely
make
that
happen.
C
A
D
Could
be-
and
I
have
a
third
calendar
reminder
on
my
calendar
tomorrow-
that
says
actually
watch
this,
so
I
will
say
that
I,
while
I
part
of
this,
I
need
to
take
them
with
me
on
this
journey
because
they
think
they
might
need
to
create
these,
but
to
everyone's
point
on
this
call
like
we
all
have
to
be
in
collaborat
working
together
on
one.
You
know
we
can't
just
write
one
off
content,
so
I
don't.
A
And
to
be
fair,
like
the
the
biggest
reason
why
we
have
so
many
content
tracks
in
path
factory
right
now
is
because
of
the
tracking
issue.
We
were
not
getting
those
touch
points
and
the
attribution
that
we
were
looking
for.
So
we
didn't
even
want
to
reuse
some
of
those
same
generic
content
tracks.
Then
we
started
to
create
more
content
tracks
for
separate
use
cases
each
time.
A
Now,
that's
not
really
an
ideal
way
to
use
pathfactory.
You
should
be
able
to
just
create
a
generic
content
track
with
assets
that
every
team
can
use,
and
then
they
just
apply
their.
You
know
appropriate
utm
parameters
to
it,
but
the
utm
parameters
are
the
very
important
piece
to
this
right,
because
otherwise
you're
using
the
same
content
track
that
marketing
programs
is
using
in
their
email
marketing.
But
you
got
both
of
your
teams
are
not
able
to
distinguish
those
actions
when
it
comes
to
actually
reporting.
A
So
that's
what
I'm
trying
to
solve
for
and
that's
the
biggest
piece
to
this
moving
forward
and
claudia
and
dara
both
have
talked
to
me
about
the
concern
here
is
like.
If
we
can't,
you
know,
if
we're
doing
all
this
work,
to
try
and
band-aid
together,
you
know
visible
and
path
factor
together.
Is
this
even
the
right
tool
we
should
be
using
because
obviously
attribution
is,
is
a
big
thing
for
us.
C
C
Know
it's
me
and
it's
trust
me
I
just
I
just
I
just
want
to
make
sure
I
get
I
can
unders.
I
can
kind
of
get
this
the
dilemma,
so
I-
and
this
is
part
of
my
education
too-
I'm
learning
I'm
going
to
be
learning,
I'm
going
to
be
probably
spending
based
upon
our
conversation.
What
yesterday
was
it
yesterday?
It
was
yesterday
it
feels.
B
C
B
Wait
just
before
jumping
into
the
technical
piece
I
want
to
clear
up
one
one
thing
is
that
the
intent
of
the
team
members
joining
this,
I
do
anticipate.
We
need
a
closer
connection
of
broad
marketing,
technical
marketing
content,
marketing
in
terms
of
building
the
tracks
with
campaign
managers
when
it
comes
to
field
marketing.
What
I've
seen
is
a
lot
of
requests
for
things
to
be
uploaded,
and
I
recognize
that
actually
submitting
the
issue
and
getting
it
triage
like
just
submitting
the
issue
alone
takes
longer
than
it
would
to
just
upload
it.
So.
A
B
A
No
yeah,
that's
that's,
definitely
a
great
idea.
I
mean
obviously
with
the
bulk
upload
feature
that
helps
with
that.
So
I
mean,
if
you
want
to
do
that,
we
could.
I
could
just
slot
an
issue
in
each
milestone
where
it's
just
here's.
You
know
the
two
weeks
of
the
for
this
milestone.
For
me,
sorry,
I'm
speaking
of
marketing.
B
This
offline,
I
think
that
there's
gonna
be
pushback,
that
we
needed
uploaded
immediately
and
that's
what's
coming
through
to
my
team
is
like
a
stop
everything
you're
doing.
I
need
you
to
upload
this
to
path
factory,
and
so
I'm
like.
Oh,
I
got
you
fishing
and
solve
problems
for
both
sides,
but
and
that's
where
the
access
request
is
what
I
okay
could
be.
If
there
was
a
one
person
who
could
do
it,
that
could
maybe
right
that
bottleneck.
A
No-
and
I
I
think
that's
a
great
idea
too
jackie
is
to
have
like
a
representative
from
each
team
to
have
that
access
to
path
factory
and
to
almost
be
that
champion
for
that
team,
because
I'm
one
person
I
can't
be
in
15
places
at
once,
though
I
am
a
business
partner
for
all
of
you
and
I
love
all
of
you.
I
I
need
your
help
right
so
and
I
want
to
get
you
into
path
factory.
So
it's
a
win-win,
so
I
think
next
steps
leslie.
A
D
B
Okay,
it's
usually
sponsored
webcast
like
if
I
can
join
that
conversation.
I
can
speak
to
all
the
issues
that
I'm
seeing
coming
through
for
bat
factory
that
have
alerted
me
to
like.
Maybe
we
need
to
have
more
open
access,
but
I'm
not
sold
on
any
certain
role
for
other
teams.
I
just
want
to
have
the
conversation,
and
so
that's
what
the
purpose
of
this
call
was.
A
A
So
we
can
make
this
even
more
efficient
for
everybody
and
john
back
to
your
point
about
the
tracking
to
put
this
in
more
simpler
terms,
rather
than
creating
a
separate
content
track
that
has
the
same
assets
for
different
different
use
cases
or
different
teams.
We
want
to
be
able
to
create
one
generic
content
track,
that's
vcnc
that
all
teams
can
use
and
that
properly
attributes
that
activity
to
each
of
those
respective
teams
does
that
make
sense.
C
B
C
C
Well,
I'm
going
to
land.
I
want
to
find
our
white
paper
or
our
ebook
that
write
that
we
write
about
get
and
get
branching,
regardless
of
whether
I'm
in
a
but
I
might
be
a
enterprise
I
might
so.
We
might
want
to
segment
this
by
by
segment
too.
I
might
want
to
break
it
down
by
segment,
so
imagine
top
of
funnel.
I
could
end
up.
C
I
could
theoretically
see
us
having
three
different
tracks,
one
which
is
oriented
towards
enterprise,
because
the
next
thing
after
get
branching,
I
want
them
to
see
because
I've
decided
their
enterprise
is
something
about
compliance
and
the
next
thing
after
that
might
be
something
about
integrating
security.
I
might
want
to
talk
about
enterprise
topics,
whereas
if
I'm
talking
to
smb
right,
I
might
talk
about
other.
There
might
be
other
things
I
want
to
mix
in
so
but
in
theory
that
same
asset
that
get
ebook
could
show
up
in
several
different
tracks.
Right,
that's
what
that's!
C
A
B
A
lot
more
discussion
to
take
place
like
I
think
that
we're
at
the
tip
of
the
iceberg
and
talking
as
a
team
across
all
the
different
functions
that
are
focused
on
the
prescriptive
buyer
journeys
and
putting
those
journeys
into
our
campaigns
from
top
to
bottom
funnel.
So
there's
like
sarah
you'll,
be
on
the
call
in
two
weeks
and
we'll
we'll
continue
that
conversation.