Inbound and outbound aren’t opposing forces—they’re two sides of the same motion.
When marketing owns both, it opens the door for tighter execution, faster learning, and better performance. But that kind of momentum doesn’t come from chasing tactics. It comes from reworking how the work actually gets done.
In this episode, Drew Neisser talks with Christina Kyriazi of PhotoShelter about how she rebuilt the company’s go-to-market engine from the inside out. From bringing outbound under marketing, to embedding product marketing early, to using experiments to guide spend, Christina shares how structure and process—not just tactics—made all the difference.
What You’ll Learn:
✔ Why outbound now rolls up to marketing and how that changed execution
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