Demand Generation: CMO Viewpoint #DemandCon
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The document provides 4 lessons for marketing to effectively communicate impact to executives. 1) Start by aligning marketing activities and metrics to business objectives. 2) Use business language that executives understand rather than marketing jargon. 3) Measure key performance indicators (KPIs) that show business impact rather than just metrics. 4) When introducing new lead generation processes, change the dynamic by acting as a referee between marketing and other teams.
Demand Generation: CMO Viewpoint #DemandCon
- 1. Communicating Your Marketing Impact to Executives: 4 Lessons Learned Jon Russo Founder, B2BFusion @B2BCMO
- 3. Disclaimer: Your Mileage will vary Company type, size & culture Revenue model
- 4. Lesson 1: Start with Business Objective
- 5. CMO Dashboard *this is not actual data
- 7. Lesson 2 Speak the same language
- 8. Avoid Star Trek Marketing Speak LanguageStar Trek language Marketing Waterfall Marketing Automation Process Marketing Automation Platforms Marketing Qualified Leads
- 10. Lesson 3 KPIs, not Metrics Leaders measure for business impact. Followers measure for the sake of measuring
- 11. KPIs Marketing sourced pipeline % of total pipeline marketing has uniquely created Marketing influenced pipeline % of total pipeline that marketing has touched Investment-to-pipeline ratio The amount of sales pipeline sourced for every program dollar invested in demand creation Investment-to-revenue ratio The amount of revenue sourced for every program dollar invested in demand creation Investment-to-influence ratio The amount of sales pipeline touched for every $1 invested in all marketing activities designed to influence opportunities in the sales pipeline.
- 12. Database Health a MUST DO Tie this to sales effort, not a SILO
- 13. Lesson 4 Change the Dynamic when embarking on a new lead gen process
- 14. 3rd Party
- 15. 4 Key Lessons 1. Align to business objectives 2. Speak their language, not yours 3. Establish & measure KPIs, not metrics 4. Change dynamic with referee @B2BCMO JonRusso1@gmail.com
- 16. About B2B Fusion Executive Dashboard Creation Process Referee with Marketing, Sales, CEO Strategic/Executive Demand Generation Marketing Automation @B2BCMO JonRusso1@gmail.com