This document provides 9 tips for improving the relationship between the CMO and marketing through better measurement and data quality. The tips include benchmarking analytics maturity, focusing on credibility over justifying budgets, adapting frameworks to specific needs, creating marketing forecasts, comparing marketing metrics to other factors, addressing common data issues, translating data into financial impacts, maintaining campaign continuity, and asking questions about business relevance. The overall message is that marketing should measure business results rather than just activities and focus on data quality as the key to successful measurement.

2. 9 MEASUREMENT TIPS
TO IMPROVE YOUR CMO RELATIONSHIP

4. WHAT IS YOUR BIGGESTCHALLENGE
MEASURING MARKETING IMPACT?

5. 2
3
4
1 Data Quality: We have incomplete, inaccurate, or missing data
that impacts KPIs – or makes measurement impossible
Alignment: Our sales and marketing nomenclature is not
defined, agreed upon, documented, or consistently used
Tools: We have marketing automation & CRM, but measure
in Excel … and the Excel reporting is not credible internally!
Process: We 'Set and Forget' our reporting and processes,
hoping for accuracy
POLL

6. Elevate the thinking around KPIs, ROI, and metrics from executive
viewpoint
FROM TODAY’S PRESENTATION
KEY TAKEAWAYS
Aspire to measure the business, not justify marketing’s existence
Think more about data as the single fundamental ingredient of
measurement success

8. RELEVANT DASHBOARD EXPERIENCE

9. IMPROVE
PERFORMANCE
How do we track, trend, and
improve our sales &
marketing close
performance?
SALES
How can we optimize
CRM processes & data
quality to improve
sales productivity?
MARKETING
How do we generate
more sales ready
leads and track our
Marketing ROI
business impact?

10. MEASURING MARKETING ROI
WHAT OUR CLIENTS SAY…

11. Corey Livingston
Sr. Director, Marketing.
Level (3) Communications
B2B Fusion transformed our lead generation
practices and with Full Circle, provided me
credible dashboard reporting to use with my
CMO and others in the organization. Now I
can finally report on marketing impact to the
business. I recommend B2B Fusion without
reservation.
WHAT OUR CLIENTS SAY

12. Toby Lee,
CMO
Thomson Reuters
Tax and Accounting
B2B Fusion transformed our lead generation
practices and provided me credible
dashboard reporting to use in 4 business units
in 3 global geographies. I recommend B2B
Fusion without reservation.
WHAT OUR CLIENTS SAY

13. INDUSTRY
CHALLENGE

14. 2 in 3 US CMOs are feeling pressure from executives or board to
prove marketing’s value
A Surprisingly Difficult Industry Challenge
MEASURING MARKETING ROI
45% of CMOs expressed confidence that they know which metrics
or business outcomes their key stakeholders care about
9% of enterprises achieved accurate and credible marketing
impact reporting.
IBM 2011, N=1733, The CMO Survey 2013, N=410, Forrester 2013, N=179, Aberdeen 2014, N=250, 2014 Duke University CMO Survey, N=351

16. 1
BENCHMARK
YOUR ANALYTICS
(AND LEAD GEN)
MATURITY

17. 2
CREDIBILITY:
AVOID STARTING
WITH “DISPLAY
AND PRAY”

18. TIP #2 – CREDIBILITY - AVOID STARTING WITH “DISPLAY AND PRAY”

19. 3
ADAPT (DON’T ADOPT)
FRAMEWORKS, EXECUTE
FLAWLESSLY

20. Nurture
Funnel Width =
Quality + Quantity of Leads
LEAD GENERATED
INSIDE SALES
Efficiency =
Processes & Speed
from Inquiry to Close
TIP #3- ADAPT (DON’T ADOPT) FRAMEWORKS, EXECUTE FLAWLESSLY
SALES ACCEPTED LEAD
LEAD GENERATED QUALIFIED LEAD
SALES QUALIIFIED OPPORTUNITY
CUSTOMERS
MARKETING QUALIFIED LEAD
INQUIRIES
ALL NAMES
MARKETING
SALES

21. 4
CREATE A
MARKETING
FORECAST

22. 2
3
1 TIES MARKETING TO SALES = REVENUE BASED GOALS
CREATES URGENCY AROUND POORLY PERFORMING AREAS
PUTS MARKETING PERFORMANCE ON MAIN STREET
BENEFITS
TIP #4 - CREATE A MARKETING FORECAST

23. TIP #4 - CREATE A MARKETING FORECAST

24. 5
DON’T PRESENT
JUST MARKETING.
COMPARE &
INTERPRET.

25. TIP #5 - DON’T PRESENT JUST MARKETING. COMPARE & INTERPRET.

26. 6
CREATE A
GAMEPLAN
AROUND DATA
PATHOGENS

27. Inaccuracy Duplication Incomplete Records
Incomplete DatabasesMis-targeting Mis-matched databases
The 6 data pathogens …
TIP #6 – CREATE A DATA GAMEPLAN AROUND 6 DATA PATHOGENS
John
Smith
John
Smith

28. 7
TRANSLATE DATA
INTO C-SUITE
LANGUAGE AS
MARKETING ROI
TIES TO DATA
QUALITY

29. 25% OF A FIELD SALES REP’S SELLING TIME IS
WASTED WITH INCORRECT DATA
POOR DATA INHIBITS REVENUE PRODUCTIVITY
30% OF SALES REP’S OVERALL TIME IS SPENT ON
RESEARCH
HIGH QUALITY DATA CORRELATES TO 39% MORE
CLOSES & 66% MORE REVENUE
TIP #7 - TRANSLATE DATA INTO C-SUITE LANGUAGE AS MARKETING
ROI TIES TO DATA QUALITY
Integrate2015, Gartner 2013, IDC 2013, Alinean 2013, Discover.org 2013, Data.com

30. 30
TIP #7 - TRANSLATE DATA INTO C-SUITE LANGUAGE AS MARKETING
ROI TIES TO DATA QUALITY

31. 8
MAINTAIN CAMPAIGN
CONTINUITY – AND
CREDIBILITY – THROUGH
DATA STEWARDSHIP

32. Jane Doe
Tip #8. Maintain campaign continuity and credibility through
data stewardship
32
John Smith
Converted Lead...
John Smith
Webform
WebinarReg
Jane Doe
Tradeshow
Unconverted/unmerged
duplicate lead…
Campaigns ARE brought
to contact
Trial
Campaign NOT brought
to contact
Campaigns brought to
opportunity by contact roles if
campaign attached to contact
Acme, Inc.
Opportunity
Webform
Trial
Missing Tradeshow
Missing Webinar Reg
Missing campaign
influence on opps due to
unconverted duplicates
Most recent campaign
gets ALL the credit
Duplication/hygiene
exacerbates:
• Contact/account already
existed – didn’t catch them
• Real lead source obscured
• All other campaigns get no
credit
Jane Doe
John Smith
Webform
Trial

33. 9
ASK RELEVANT
QUESTIONS

34. ASK
RELEVANT
QUESTIONS
Which questions do you
know would equal
business impact?
HOW DO I GET A SINGLE VERSION
OF THE REPORTING TRUTH?
HOW DO WE REPORT ACROSS
LEADS AND CONTACTS?
HOW DO WE KNOW WHAT OUR
TARGET MARKET UNIVERSE
CONTAINS?
HOW DO WE GET SALES
TO HONOR OUR SLA?
HOW DO WE CLEANSE OUR DATA
WITHOUT BREAKING ANYTHING?
HOW DO WE CREATE A RELIABLE
REPORTING STRUCTURE?
HOW DO WE STOP BREAKING CAMPAIGN
VISIBILITY BETWEEN NAME AND CLOSE?
HOW DO WE TRUST HOW OUR
MARKETERS MEASUREMENT OF
THEIR OWN CAMPAIGN RESULTS?
TIP #9 – ASK BUSINESS-RELEVANT QUESTIONS

36. ELEVATE THE THINKING AROUND KPIS, ROI, AND
METRICS FROM EXECUTIVE VIEWPOINT
CONCLUSION
ASPIRE TO MEASURE THE BUSINESS, NOT
JUSTIFY MARKETING’S EXISTENCE
THINK MORE ABOUT DATA AS THE SINGLE
FUNDAMENTAL INGREDIENT OF MEASUREMENT
SUCCESS

37. Inaccuracy Duplication Incomplete Records
Incomplete DatabasesMis-targeting Mis-matched databases
The 6 data pathogens …
IF INTERESTED – A WHITE PAPER ON DATA MANAGEMENT FOR EXECUTIVES
John
Smith
John
Smith

39. SAMPLE OF CUSTOMERS & KEY MENTIONS

40. JON RUSSO
Jon.Russo@B2Bfusiongroup.com
linkedin.com/in/jonrussoexecutive
@b2bcmo