Successfully reported this slideshow.
We use your LinkedIn profile and activity data to personalize ads and to show you more relevant ads. You can change your ad preferences anytime.

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

456 views

Published on

Presentation deck from Marketo Marketing Nation Summit 2017

Published in: Business
  • Be the first to comment

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

  1. 1. Profit Center MarketingProfit Center Marketing How to focus your objectives, actions & culture around revenue-producing activity and results Matt Heinz, President Heinz Marketing
  2. 2. •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 Housekeeping
  3. 3. I am serious about the bacon
  4. 4. Profit Center Marketing
  5. 5. Or keep doing the alternative:
  6. 6. What they think of you
  7. 7. What about control?
  8. 8. Sales & marketing = the same objective
  9. 9. >
  10. 10. >
  11. 11. 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 A widening gap between investment & ROI
  12. 12.  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? Five keys to profit center marketing
  13. 13. How to develop a “strategic plan” 16
  14. 14. Creating Traction
  15. 15. A Culture of Failure
  16. 16. Competing against your future self
  17. 17. 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
  18. 18. Seven traits of outstanding full-funnel marketing professionals
  19. 19. 1 Revenue Responsibility
  20. 20. 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
  21. 21. 2 Focus
  22. 22. Attributes of a focused marketer Daily plan Evening evaluation & recalibration Minimized distractions Effective triage Distraction management (internally & externally)
  23. 23. 3 Customer Centric
  24. 24. 27 This doesn’t write checks!
  25. 25. They did it. 4 Personal accountability
  26. 26. Accountability means… Transparency Constructive criticism & improvement Macro & micro calibrations Proactive adjustments Daily discipline
  27. 27. 5 Technology competence
  28. 28. 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?
  29. 29. 32 Key #1: Start with the problem & outcome
  30. 30. Agile mentality
  31. 31. What is your tolerance for chaos? Speed and focus amidst change Quick recalibration & new game plan development The power of humility
  32. 32. Empathy
  33. 33. What empathy means… For your peers For your sales organization For other departments For your customers What is important to THEM?
  34. 34. 1. Objectives & Alignment 2. Reporting 3. Culture 4. OODA Loops 5. Transparency & Empathy 6. Accountability Keys to Profit Center Marketing
  35. 35. • 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 For discussion:
  36. 36. • 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 Final Thoughts
  37. 37. Thank You!Thank You! Matt Heinz President, Heinz Marketing @heinzmarketing matt@heinzmarketing.com

×