125: Process Over Outcomes: The Real Path to GTM Efficiency - with Sidney Waterfall, VP Marketing at OpenBrand

Sidney Waterfall has led agencies, advised high-growth teams, and now runs marketing in-house at OpenBrand. In this episode of Women in B2B Marketing, we unpack how focusing on process, not outcomes, builds momentum, clarity, and GTM efficiency that actually lasts.

Sidney shares how her team runs PR without an agency, uses proprietary data to earn credibility, and measures what truly moves the business forward. From pipeline coverage to process discipline, she offers a refreshingly honest take on what modern marketing leadership really looks like.

Here’s what we cover:

• Why “process over outcomes” is the mindset every marketing leader needs
• How OpenBrand built long-term PR credibility through data, not hype
• Obsessing over inputs instead of chasing metrics
• Partnering with finance to tie marketing to business outcomes
• The frameworks Sidney uses to track rolling pipeline coverage and GTM efficiency
• Redefining pipeline sources to align sales and marketing around shared success
• How to build a team culture that learns from what doesn’t work
• What Sidney learned moving from consulting to in-house leadership

Key Links:

• Guest: Sidney Waterfall: https://www.linkedin.com/in/sidneywaterfall/
• Host: Jane Serra: https://www.linkedin.com/in/janeserra/

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