Beyond “Alignment”: Creating More Efficiency Between Sales and Marketing

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Behind the Screens.

Tips from Databricks’ Christina Zuniga


Connecting all your systems before a virtual event is not just recommended, but vital. It’s extremely important to ensure that the loads of rich data you’re collecting during your event don’t go to waste.

In this episode, we go behind the screens again with Databricks’ Senior Marketing Operations Manager and 3x Marketo Champion Christina Zuniga to talk about what systems you should consider integrating with your virtual event platform.

Tune in to hear Christina discuss the top integrations to consider (please note this is not an extensive list and will be different for every company):

    • Connect with your Marketing Automation Platform (MAP) or CRM tool to track attendee data, email engagement, lead scoring, and event attribution.
    • Ensure seamless flow and accurate tracking by connecting your website.
    • Condense all analytics and event data in a reporting tool for your team to assess success post-event.


About Behind the Screens

Behind the Screens is a LinkedIn interview series focused on virtual events. Each episode, we ask a different industry leader to answer a burning question in about 5 minutes. Follow us on LinkedIn to catch new episodes right when they come out. To submit a question for an upcoming episode, email us at


Ellen Smoley & Stephanie Siemens are a dynamic duo on the virtual events team at Iron Horse. They are passionate about ensuring all attendees receive a top-notch experience, combining fun virtual activities with the latest technologies to meet specific client needs. When not scheming about new and exciting virtual event ideas, they can be found roaming the Bay Area for the perfect margarita.

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