A Scientific Approach to Go-to-Market

Marketing often gets treated like an art, but the most effective teams run it like science. In this session, Allison Nordenbrock, founder of Norden Marketing, breaks down why so many marketing efforts fail and how leaders can build a repeatable, measurable marketing engine that actually drives growth.

Drawing from real-world B2B and professional services examples, this talk walks through the most common causes of marketing breakdowns—unclear value, team misalignment, trying to do too much at once, and failing to measure what matters. Attendees will learn how to step back, clarify positioning, and prioritize the work that creates momentum instead of noise. The focus is not on chasing trends, but on building systems that scale and support sales over time.

Key takeaways for attendees:

• How to identify the root causes of underperforming marketing—and fix them before spending more money
• A practical framework for ruthless prioritization, so teams stop “boiling the ocean”

• How to align marketing, sales, and leadership around clear goals and measurable outcomes
• A clearer way to think about marketing decisions and a more disciplined approach to driving results.
  

After spending her early career championing marketing at a rapidly growing cybersecurity company (Pondurance), she experienced agency life and eventually decided to grow her own firm (Norden Marketing) full-time.

Norden creates and executes marketing strategies that drive measurable results for b2b brands. Through sales-conscious marketing efforts based on a scientific approach, their goal is to leverage the channels available in the most cost-effective way and avoid cash burn.

Know what’s Happening Next — before everyone else does.

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Host or Publisher AMA Indy