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Demand Generation: CMO Viewpoint #DemandCon

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Demand Generation: CMO Viewpoint #DemandCon

  1. 1. Communicating Your Marketing Impact to Executives: 4 Lessons Learned Jon Russo Founder, B2BFusion @B2BCMO
  2. 2. Disclaimer: Your Mileage will vary • Company type, size & culture • Revenue model
  3. 3. Lesson 1: Start with Business Objective
  4. 4. CMO Dashboard *this is not actual data
  5. 5. Define a Roadmap
  6. 6. Lesson 2 Speak the same language
  7. 7. Avoid Star Trek Marketing Speak LanguageStar Trek language • Marketing Waterfall • Marketing Automation Process • Marketing Automation Platforms • Marketing Qualified Leads
  8. 8. Speak their language
  9. 9. Lesson 3 • KPIs, not Metrics Leaders measure for business impact…. …Followers measure for the sake of measuring
  10. 10. 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.
  11. 11. Database Health – a MUST DO Tie this to sales effort, not a SILO
  12. 12. Lesson 4 • Change the Dynamic when embarking on a new lead gen process
  13. 13. 3rd Party
  14. 14. 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
  15. 15. About B2B Fusion… • Executive Dashboard Creation • Process Referee with Marketing, Sales, CEO • Strategic/Executive Demand Generation • Marketing Automation @B2BCMO JonRusso1@gmail.com

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