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Profit Center Marketing: How to focus your objectives, actions & culture around revenue-producing activity and results

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Presentation deck from my Demandbase Marketing Innovation Summit presentation, April 6, 2017 in San Francisco

Published in: Business
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Profit Center Marketing: How to focus your objectives, actions & culture around revenue-producing activity and results

  1. 1. Profit Center Marketing How to focus your objectives, actions & culture around revenue-producing activity and results Matt Heinz, President Heinz Marketing
  2. 2. Housekeeping •Feel free to madly scribble notes, but you can also have a copy of this deck •You can also have (for free!) copies of: •Full Funnel Marketing (my latest book) •Our buyer journey mapping template •My award-winning* bacon recipe •Just send email to matt@heinzmarketing.com (or bring me a business card) noting what you want
  3. 3. SLIDE 3 I am serious about the bacon
  4. 4. SLIDE 4 Profit Center Marketing
  5. 5. SLIDE 5 Or keep doing the alternative:
  6. 6. SLIDE 6 What they think of you
  7. 7. SLIDE 7
  8. 8. SLIDE 8 What about control?
  9. 9. SLIDE 9 Sales & marketing = the same objective
  10. 10. SLIDE 10
  11. 11. SLIDE 11
  12. 12. SLIDE 12 >
  13. 13. SLIDE 13 >
  14. 14. SLIDE 14 A widening gap between investment & ROI According to CEB: 45% of B2B marketing budgets go to content 84% of marketers expect to increase content spend Only 45% of marketers think content marketing is working 66% of marketers can’t connect content metrics & business metrics
  15. 15. SLIDE 15 Five keys to profit center marketing  Do the math (quantify what success looks like)  Create a clear customer profile  Map the sales and buying process  Embrace revenue responsibility  How will you measure it?
  16. 16. How to develop a “strategic plan” 16
  17. 17. SLIDE 17 Creating Traction
  18. 18. SLIDE 18 A Culture of Failure
  19. 19. SLIDE 19 Competing against your future self
  20. 20. SLIDE 20 Questions your CEO should be asking Show me your model1 What problem are you solving and for whom?2 Who is your target customer and why?3 What is your sales process?4 Who is selling for you and how are you measuring & managing them?5 How are you going to generate leads?6 How are you going to decrease acquisition costs over time?7
  21. 21. SLIDE 21 Seven traits of outstanding full-funnel marketing professionals
  22. 22. SLIDE 22 1 Revenue Responsibility
  23. 23. SLIDE 23 Revenue responsibility in practice Quick sales vs. lifetime value Good sales vs. bad sales  Expensive customers, higher churn likelihood Can you buy a beer with it? Business vs. commission check mindset
  24. 24. SLIDE 24 2 Focus
  25. 25. SLIDE 25 Attributes of a focused marketer Daily plan Evening evaluation & recalibration Minimized distractions Effective triage Distraction management (internally & externally)
  26. 26. SLIDE 26 3 Customer Centric
  27. 27. SLIDE 27 27 This doesn’t write checks!
  28. 28. SLIDE 28 They did it. 4 Personal accountability
  29. 29. SLIDE 29 Accountability means… Transparency Constructive criticism & improvement Macro & micro calibrations Proactive adjustments Daily discipline
  30. 30. SLIDE 30 5 Technology competence
  31. 31. SLIDE 31 Is your tech helping or hurting? What problem does it solve? What does it automate or accelerate? What is your system or process? Can it scale beyond you?
  32. 32. SLIDE 32 32 Key #1: Start with the problem & outcome
  33. 33. SLIDE 33 5 Agile mentality
  34. 34. SLIDE 34 What is your tolerance for chaos? Speed and focus amidst change Quick recalibration & new game plan development The power of humility
  35. 35. SLIDE 35 Empathy
  36. 36. SLIDE 36 What empathy means… For your peers For your sales organization For other departments For your customers What is important to THEM?
  37. 37. SLIDE 37 Keys to Profit Center Marketing 1. Objectives & Alignment 2. Reporting 3. Culture 4. OODA Loops 5. Transparency & Empathy 6. Accountability
  38. 38. SLIDE 38 For discussion:  Where are the weak points in your Profit Center Marketing execution?  Do you have a revenue-accountable culture in your marketing organization?  Do your peers see it the same way as you?  Pros/cons of your relationship with:  CFO  CEO  Board  Head of Sales
  39. 39. SLIDE 39 Final Thoughts  Even if you madly scribbled notes, you can also have a copy of this deck  You can also have (for free!) copies of:  Full Funnel Marketing (my latest book)  Our buyer journey mapping template  My award-winning* bacon recipe  Just send email to matt@heinzmarketing.com (or bring me a business card) noting what you want
  40. 40. Thank You! Matt Heinz President, Heinz Marketing @heinzmarketing matt@heinzmarketing.com

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