Marketers Meeting CFO Needs

Selling Marke,ng to Your CFO John Elmer, Chief Marke,ng Oﬃcer Ingrain, Inc.

Barry Stewart, Ingrain CFO •  “The key ac,vity for marke,ng is value crea,on – driving not just revenue, but brand valua,on.” •  “As a startup, Ingrain must show outside investors that our brand value goes beyond revenue.” •  “In my experience, most marke,ng managers don’t take the ,me to show the linkage between marke,ng programs, revenue and brand equity.”

Marke,ng tracks KPIs at each stage of Ingrain’s value-‐based sales process.

Marke,ng ROI is also reported in Salesforce.com

Other resources for Marke,ng ROI metrics

Barry’s Advice on Winning Over Your CFO •  Trust is built up over ,me. Deliver consistently against your own plan. •  Keep other C-‐Level managers updated on your progress against your plan. •  Make sure that marke,ng is embedded into sales. Ingrain marke,ng did this by developing the sales methodology and deploying it through Salesforce.com. •  At budget review, your marke,ng budget will be ranked against all other budgets for funding. Marke,ng’s challenge is demonstra,ng the linkage between marke,ng programs , revenue and brand value -‐-‐ a tangible display of ROI. Show exactly how you will create next year’s revenues.

Marketers Meeting CFO Needs

by Endeavor Management on Jan 14, 2010

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