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Why the status quo isn't good enough: Aligning & measuring marketing around business impact

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Presentation deck from February 8, 2017 SnapApp Marketing Fit Workshop in Washington DC

Published in: Business
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Why the status quo isn't good enough: Aligning & measuring marketing around business impact

  1. 1. 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 new 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
  2. 2. I am serious about the bacon
  3. 3. Profit Center Marketing
  4. 4. Or keep doing the alternative:
  5. 5. What they think of you
  6. 6. What about control?
  7. 7. Sales & marketing = the same objective
  8. 8. >
  9. 9. >
  10. 10. 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
  11. 11. •Over 76% of respondents believed it was very important for content marketing to be engaging. •Nearly 60% believed it was very important for content marketing to drive action. •Nearly 50% believed it was very important for content marketing to be customized. Key content marketing elements Total % 6,7 (209) < $1M Annual Revenue (48) $1M – $10M Annual Revenue (56) $11M - $50M Annual Revenue (31) $51M + (34) Content is engaging 76.5 % 79.2% 75.0% 77.4% 70.6% Content drives action 59.8 54.2 59.0 51.7 61.8 Content is customized 48.3 43.8 46.4 54.8 55.9 Reported importance of content marketing elements
  12. 12. 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?
  13. 13. Calculating what you need
  14. 14. Enumerating needs by role
  15. 15. One slide to rule them all
  16. 16. Only two sales stages matter
  17. 17. Only two sales stages matter
  18. 18. The buyer’s journey
  19. 19. Leads & Opportunities
  20. 20. A direct line to revenue growth
  21. 21. Keys to Profit Center Marketing 1. Objectives & Alignment 2. Reporting 3. Culture 4. OODA Loops 5. Transparency & Empathy 6. Accountability
  22. 22. 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
  23. 23. 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 new 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
  24. 24. Thank You! Matt Heinz President, Heinz Marketing @heinzmarketing matt@heinzmarketing.com

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