Ceri Jones discusses Basware's journey to modernize their B2B marketing through a focus on performance and data-driven decision making. Basware transformed from a license-based Nordic company to a global subscription business. To support this transformation, Basware created a Demand Center shared services team to standardize digital marketing services and provide analytics. This centralized team handles database management, campaign execution, reporting, and more. Basware also introduced a performance marketing approach, linking marketing directly to pipeline and quotas. Through centralized services, data insights, and cultural changes, Basware continues evolving into a customer-centric organization focused on marketing performance.