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Communicating Your Marketing Impact to Executives: 4 Lessons Learned Jon Russo Founder, B2BFusion @B2BCMO

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Disclaimer: Your Mileage will vary• Company type, size & culture• Revenue model

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Lesson 1: Start with Business Objective

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CMO Dashboard *this is not actual data

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Define a Roadmap

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Lesson 2Speak the same language

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Avoid Star Trek Marketing SpeakLanguageStar Trek language • Marketing Waterfall • Marketing Automation Process • Marketing Automation Platforms • Marketing Qualified Leads

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Speak their language

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Lesson 3• KPIs, not Metrics Leaders measure for business impact…. …Followers measure for the sake of measuring

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KPIsMarketing sourced pipeline % of total pipeline marketing has uniquely createdMarketing influenced pipeline % of total pipeline that marketing has touchedInvestment-to-pipeline ratio The amount of sales pipeline sourced for every program dollar invested in demand creationInvestment-to-revenue ratio The amount of revenue sourced for every program dollar invested in demand creationInvestment-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.

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Database Health – a MUST DOTie this to sales effort, not a SILO

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Lesson 4• Change the Dynamic when embarking on a new lead gen process

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3rd Party

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4 Key Lessons1. Align to business objectives2. Speak their language, not yours3. Establish & measure KPIs, not metrics4. Change dynamic with referee@B2BCMOJonRusso1@gmail.com

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About B2B Fusion… • Executive Dashboard Creation • Process Referee with Marketing, Sales, CEO • Strategic/Executive Demand Generation • Marketing Automation@B2BCMOJonRusso1@gmail.com