How to build an effective marketing plan, opening keynote at B2B Insights 2015. CMO Confessions www.cmoconfessions.com

1. EVERYTHING
HAS CHANGEDDaniel Glickman, CMO
roojoom.com

2. Cost Of Manufacturing
Market Supported Price
Marketing Budget
Operating Profit
-

3. Cost of Marketing and Sales
Desired Profit Margin
Cost of Production
Retail price
+
+

4. A MARKETING PLAN IS...
A plan to acquire a specific
number of customers below the
target cost
in-order to grow the company’s
bottom line.

5. To create a successful
marketing plan we must
know the cost of getting
prospects to each and
every touch-points in the
sales cycle

6. Markets are transparent

7. t of acquisition is similar for all competi

8. Anything can be measured

9. Awareness
Intrest
Action

10. Channel Cost Per Lead
Conversion
Ratio
Cost Per Sale
BillBoards
Conferences $30 Per Lead 12%
$30 / 0.12 =
$250
Social Media
Affiliates

13. Stage Channel Budget Leads
Cost
Per
Lead
Cost Per
Sale
Awarenes
s
BillBoards $45,000 50 900 $1,600
Awarenes
s
Social Media $50,000 3000 $16 $1200
Desire Affiliates $15,000 50 $300 $1,800
Action Conferences
$100,00
0
1,000 $100 $1,000

14. MAKE SURE TO
ACCOUNT FOR
FAILURES

15. IF IT WAS NOT
MEASURED IT
NEVER HAPPENED

16. GET MORE
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www.CMOconfessions.com
daniel@CMOconfessions.com
@cmoconfessor