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

6. Define a Roadmap

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

9. Speak their language

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