How marketers can earn respect at the revenue tableAnene Wealth
How would a 10% increase in your marketing budget affect the profitability of your company?
If you can’t answer that question, budget meetings probably aren’t your favorite part of the job. When you walk into your CEO’s office, maybe you bring activity reports, industry awards, examples of jobs well done…but does she care enough to increase —
The channel sales model is a great way to scale up your business. But, that doesn't mean channel sales is easy. It comes with its own set of challenges. Download this whitepaper to learn more about the 7 steps to smoother channel management.
Gleanster Research and Act-On Software sought to answer these questions. We conducted a study in Q4 2014 and Q1 2015, surveying marketing professionals in 750 companies to understand how they perceive and support customer relationship management. For the purposes of this study, we defined CRM as: Any iteraction a customer has with your brand across all stages of the customer lifecycle.
2015 Guide to the “CMO Technology Blueprint for Midsize B2B Companies” Infogr...Gleanster Research
This document provides an overview and guide to the "2015 CMO Technology Blueprint for Midsize B2B Companies" infographic. It discusses how the blueprint can help midsize B2B companies navigate the complex marketing technology landscape by identifying a small subset of technologies that are appropriate and realistic for most companies. It also identifies "mission critical" technologies that are widely adopted and can provide competitive differentiation. The document provides guidance on how companies should use the blueprint to focus their investments in marketing operations, awareness/acquisition, retention/expansion, and loyalty.
The document provides an overview of sales and marketing alignment at Quaero, a customer engagement agency. It discusses defining alignment, tips for getting started through mapping the lead lifecycle. It also covers using Marketo's Revenue Cycle Analytics tool to gain insights into lead stages between initial lead generation and closed deals. This allows Quaero to determine definitions, SLAs, and monitor progress through the lead lifecycle for improved alignment between sales and marketing.
Sales and marketing alignment is important for driving revenue growth. It requires both teams to define common terms like leads, set shared goals around the sales funnel, use lead scoring to qualify leads, structure roles to move leads through the process, and create service level agreements to ensure leads are followed up on in a timely manner. Doing this aligns the teams, streamlines the sales process, and increases revenue.
Enhance your audiences knowledge with this well researched complete deck. Showcase all the important features of the deck with perfect visuals. This deck comprises of total of sixty two slides with each slide explained in detail. Each template comprises of professional diagrams and layouts. Our professional PowerPoint experts have also included icons, graphs and charts for your convenience. All you have to do is DOWNLOAD the deck. Make changes as per the requirement. Yes, these PPT slides are completely customizable. Edit the colour, text and font size. Add or delete the content from the slide. And leave your audience awestruck with the professionally designed Sales Enablement Channel Management Powerpoint Presentation Slides complete deck. https://bit.ly/3wfuS3J
How marketers can earn respect at the revenue tableAnene Wealth
How would a 10% increase in your marketing budget affect the profitability of your company?
If you can’t answer that question, budget meetings probably aren’t your favorite part of the job. When you walk into your CEO’s office, maybe you bring activity reports, industry awards, examples of jobs well done…but does she care enough to increase —
The channel sales model is a great way to scale up your business. But, that doesn't mean channel sales is easy. It comes with its own set of challenges. Download this whitepaper to learn more about the 7 steps to smoother channel management.
Gleanster Research and Act-On Software sought to answer these questions. We conducted a study in Q4 2014 and Q1 2015, surveying marketing professionals in 750 companies to understand how they perceive and support customer relationship management. For the purposes of this study, we defined CRM as: Any iteraction a customer has with your brand across all stages of the customer lifecycle.
2015 Guide to the “CMO Technology Blueprint for Midsize B2B Companies” Infogr...Gleanster Research
This document provides an overview and guide to the "2015 CMO Technology Blueprint for Midsize B2B Companies" infographic. It discusses how the blueprint can help midsize B2B companies navigate the complex marketing technology landscape by identifying a small subset of technologies that are appropriate and realistic for most companies. It also identifies "mission critical" technologies that are widely adopted and can provide competitive differentiation. The document provides guidance on how companies should use the blueprint to focus their investments in marketing operations, awareness/acquisition, retention/expansion, and loyalty.
The document provides an overview of sales and marketing alignment at Quaero, a customer engagement agency. It discusses defining alignment, tips for getting started through mapping the lead lifecycle. It also covers using Marketo's Revenue Cycle Analytics tool to gain insights into lead stages between initial lead generation and closed deals. This allows Quaero to determine definitions, SLAs, and monitor progress through the lead lifecycle for improved alignment between sales and marketing.
Sales and marketing alignment is important for driving revenue growth. It requires both teams to define common terms like leads, set shared goals around the sales funnel, use lead scoring to qualify leads, structure roles to move leads through the process, and create service level agreements to ensure leads are followed up on in a timely manner. Doing this aligns the teams, streamlines the sales process, and increases revenue.
Enhance your audiences knowledge with this well researched complete deck. Showcase all the important features of the deck with perfect visuals. This deck comprises of total of sixty two slides with each slide explained in detail. Each template comprises of professional diagrams and layouts. Our professional PowerPoint experts have also included icons, graphs and charts for your convenience. All you have to do is DOWNLOAD the deck. Make changes as per the requirement. Yes, these PPT slides are completely customizable. Edit the colour, text and font size. Add or delete the content from the slide. And leave your audience awestruck with the professionally designed Sales Enablement Channel Management Powerpoint Presentation Slides complete deck. https://bit.ly/3wfuS3J
9 Essentials to Grow Your Agency and Help Your Clients Succeed - an Act-On eBookSherry Lamoreaux
Marketing automation can help agencies strengthen their value proposition and better meet evolving client needs. By implementing a marketing automation platform, agencies can offer new service tiers and revenue streams to clients while improving campaign effectiveness, efficiencies, and costs. Marketing automation also allows agencies to position their expertise in a high-demand discipline and differentiate themselves in the increasingly competitive industry.
4 Pillars of a High Performing Sales Process to Overcome ChallengesLeadSquared
The document discusses key aspects of a high-performance sales process, including defining target customers, qualifying leads, and closing deals. It identifies four key performance indicators measured as open opportunities, closed deals, deal size, and sales cycle per sales rep. The document also discusses signs of a stagnating sales process and how sales automation can help by automating tasks, capturing leads, and evaluating performance.
1) The document discusses how adopting an Agile for Marketing (A4M) approach can help CMOs address common challenges they face including understanding customers better, coping with rapid change, aligning marketing with company goals, fostering experimentation, and measuring marketing performance.
2) With A4M, marketing plans are broken down into shorter two-week cycles of planning, execution, and learning to allow for flexibility and rapid adjustment to change.
3) A4M also emphasizes clear priorities, transparency, accountability, and an iterative test-and-learn process to help marketing better demonstrate results and value.
This document summarizes the experience and qualifications of a senior-level management executive. The executive has over 30 years of experience leading large-scale operations in sales, marketing, and business development for technology companies in Latin America. Areas of expertise include strategic planning, revenue growth, operations management, and developing channel partnerships. The executive is proficient in English, Spanish, and Portuguese and has a proven track record of improving profits and driving new business opportunities through innovative leadership.
Using Callidus TrueAnalytics to Drive Sales Plan EffectivenessCallidus Software
Bruce Jackson discusses using Callidus TrueAnalytics business intelligence technology to analyze sales incentive plan data and determine if plans are effectively meeting business objectives. Key factors that make plans effective include measuring performance metrics against strategic goals, analyzing earnings vs performance correlations, and understanding operating expenses and how the plan impacts them. Turnover, earnings demographics, and market competitiveness can also provide important insights.
This document provides summaries from marketing executives in different regions on the goals, challenges, and strategies for marketing in 2013. It discusses how customer behavior is changing and requiring more customized and data-driven approaches. Executives say marketing must focus on building trust, accountability, and lasting customer relationships to drive business growth. They also must adapt quickly to new technologies and market trends to better engage customers.
Organizational Design and Trends in Marketing OrganizationsVivastream
The document discusses organizational design trends in marketing organizations. It provides guidelines for customer-centric organization design, such as making the customer the focus and ensuring work flows and integration across areas. The document also discusses the need for agile marketing organizations that can deliver personalized experiences at scale across channels. Different organization models are presented, including how a service-based model differs from a standard model. Common barriers to successful implementation are outlined. The discussion focuses on how organization design can both facilitate and inhibit marketers' effectiveness. Key considerations for marketing organization design in 2013 include the always-on customer, seamless experiences, and the role of analytics.
This information outlines what it takes to make a World Class sales force by understanding the types of
salespeople and how to measure their specific sales “DNA” to optimize performance.
10 Key Trends That Are Defining the Marketing Organization of The FutureGumGum
We partnered with Brand Innovators to understand what the marketing organization of the future looks like. We asked more than 200 marketers from Fortune 500 brands what they have to say about the focus of their marketing organizations and what they predict the marketing organization of the future will look like. These slides present the top 10 key trends learned from this study.
To learn more about our research, you can download the full report here: http://www.gumgum.com/learn/guides/building-the-marketing-organization-of-the-future/
The document outlines 4 key challenges that sales leaders face: inconsistency in the sales process, lack of pipeline to hit quotas, low rep productivity, and lack of visibility. It provides strategies and investments to address each challenge, such as driving consistent messaging and actions through the sales process using software, defining responsibilities around pipeline generation and consistency, consolidating tools to reduce fatigue, automating tasks to increase capacity, and tracking key metrics like pipeline coverage and close rates for visibility. Implementing these approaches through a sales success platform can help transform a team into a high-performing revenue generating machine.
Software company marketing plan outlineDaniel Stiel
The document outlines components for creating a marketing plan for a technology company, including acquisition, activation, usage, retention, market development, and market insight. It discusses integrating both strategies and tactics into the plan. Examples of strategic and tactical opportunities include defining marketing for key products/services, client retention planning, branding, online presence, case studies, events, media/PR, and social media management. The marketing plan is intended to be a "living" document that evolves over time.
Rahul Shrivastava from Cyient Ltd. will tell you: -
• How to know and target the right customer?
• How to put in efforts in the right areas to generate results?
• Knowing which audiences to focus on the most
Sales enablement is essential if you’re serious about taking your team’s sales performance to the next level, but it can also get complicated and messy. This presentation will walk you through which traps to dodge (no matter how tempting they look!), process and structure basics, and what good enablement looks like.
The document discusses the importance of marketing metrics and analytics for building accountability and respect within an organization. It argues that marketing should measure metrics that matter to executives like revenue, profits, and growth. The document also emphasizes that marketing should plan for ROI from the start of a program by establishing goals and estimating ROI, designing measurable programs, and focusing on decisions that can improve marketing performance.
Boost Sales Productivity through Sales EnablementDoble Group, LLC
Technology advances and open access are disrupting industries and making tools more affordable. While companies are growing sales teams and goals, they are not effectively scaling processes, training, and tools, hurting productivity. Sales enablement aims to empower sales teams to work more efficiently through initiatives like recruiting the best talent, providing training and coaching, equipping teams with tools like CRMs, and assessing performance. The goal is to hire, train, and support sales teams so they can meet increasingly high revenue targets.
The Secret to Building a Sales Enablement PowerhouseMindTickle
Alex from Procore and Marc from MindTickle explore:
State of the industry
Need for Sales Enablement
Sales Enablement and Sales Readiness at Procore
Best-in-class framework for Sales Readiness
Este documento describe las herramientas básicas de Microsoft Word. Explica que Word es uno de los procesadores de texto más populares y casi un estándar. Detalla algunas de las herramientas principales de Word como tablas, WordArt, inserción de imágenes, fuentes, resaltado de texto, alineación y partes de la ventana de Word.
El documento presenta una propuesta de estructura administrativa para la Asociación de Productores de Leche del municipio de Caldas Boyacá (Aproleca). Explica que Aproleca comenzó hace 15 años recogiendo leche de pequeños productores y ahora recoge 10,000 litros diarios, los cuales vende a otra empresa. También describe el contexto del sector lácteo en Colombia y cómo surgió la ganadería lechera en Caldas.
Jack Dorsey, Evan Williams, Biz Stone and Noah Glass founded a company to provide music streaming and recommendations. The company utilized the Music Genome Project which analyzed songs and created recommendations based on musical characteristics and similarities between songs. The founders aimed to build a service that helped users discover new music through personalized recommendations.
9 Essentials to Grow Your Agency and Help Your Clients Succeed - an Act-On eBookSherry Lamoreaux
Marketing automation can help agencies strengthen their value proposition and better meet evolving client needs. By implementing a marketing automation platform, agencies can offer new service tiers and revenue streams to clients while improving campaign effectiveness, efficiencies, and costs. Marketing automation also allows agencies to position their expertise in a high-demand discipline and differentiate themselves in the increasingly competitive industry.
4 Pillars of a High Performing Sales Process to Overcome ChallengesLeadSquared
The document discusses key aspects of a high-performance sales process, including defining target customers, qualifying leads, and closing deals. It identifies four key performance indicators measured as open opportunities, closed deals, deal size, and sales cycle per sales rep. The document also discusses signs of a stagnating sales process and how sales automation can help by automating tasks, capturing leads, and evaluating performance.
1) The document discusses how adopting an Agile for Marketing (A4M) approach can help CMOs address common challenges they face including understanding customers better, coping with rapid change, aligning marketing with company goals, fostering experimentation, and measuring marketing performance.
2) With A4M, marketing plans are broken down into shorter two-week cycles of planning, execution, and learning to allow for flexibility and rapid adjustment to change.
3) A4M also emphasizes clear priorities, transparency, accountability, and an iterative test-and-learn process to help marketing better demonstrate results and value.
This document summarizes the experience and qualifications of a senior-level management executive. The executive has over 30 years of experience leading large-scale operations in sales, marketing, and business development for technology companies in Latin America. Areas of expertise include strategic planning, revenue growth, operations management, and developing channel partnerships. The executive is proficient in English, Spanish, and Portuguese and has a proven track record of improving profits and driving new business opportunities through innovative leadership.
Using Callidus TrueAnalytics to Drive Sales Plan EffectivenessCallidus Software
Bruce Jackson discusses using Callidus TrueAnalytics business intelligence technology to analyze sales incentive plan data and determine if plans are effectively meeting business objectives. Key factors that make plans effective include measuring performance metrics against strategic goals, analyzing earnings vs performance correlations, and understanding operating expenses and how the plan impacts them. Turnover, earnings demographics, and market competitiveness can also provide important insights.
This document provides summaries from marketing executives in different regions on the goals, challenges, and strategies for marketing in 2013. It discusses how customer behavior is changing and requiring more customized and data-driven approaches. Executives say marketing must focus on building trust, accountability, and lasting customer relationships to drive business growth. They also must adapt quickly to new technologies and market trends to better engage customers.
Organizational Design and Trends in Marketing OrganizationsVivastream
The document discusses organizational design trends in marketing organizations. It provides guidelines for customer-centric organization design, such as making the customer the focus and ensuring work flows and integration across areas. The document also discusses the need for agile marketing organizations that can deliver personalized experiences at scale across channels. Different organization models are presented, including how a service-based model differs from a standard model. Common barriers to successful implementation are outlined. The discussion focuses on how organization design can both facilitate and inhibit marketers' effectiveness. Key considerations for marketing organization design in 2013 include the always-on customer, seamless experiences, and the role of analytics.
This information outlines what it takes to make a World Class sales force by understanding the types of
salespeople and how to measure their specific sales “DNA” to optimize performance.
10 Key Trends That Are Defining the Marketing Organization of The FutureGumGum
We partnered with Brand Innovators to understand what the marketing organization of the future looks like. We asked more than 200 marketers from Fortune 500 brands what they have to say about the focus of their marketing organizations and what they predict the marketing organization of the future will look like. These slides present the top 10 key trends learned from this study.
To learn more about our research, you can download the full report here: http://www.gumgum.com/learn/guides/building-the-marketing-organization-of-the-future/
The document outlines 4 key challenges that sales leaders face: inconsistency in the sales process, lack of pipeline to hit quotas, low rep productivity, and lack of visibility. It provides strategies and investments to address each challenge, such as driving consistent messaging and actions through the sales process using software, defining responsibilities around pipeline generation and consistency, consolidating tools to reduce fatigue, automating tasks to increase capacity, and tracking key metrics like pipeline coverage and close rates for visibility. Implementing these approaches through a sales success platform can help transform a team into a high-performing revenue generating machine.
Software company marketing plan outlineDaniel Stiel
The document outlines components for creating a marketing plan for a technology company, including acquisition, activation, usage, retention, market development, and market insight. It discusses integrating both strategies and tactics into the plan. Examples of strategic and tactical opportunities include defining marketing for key products/services, client retention planning, branding, online presence, case studies, events, media/PR, and social media management. The marketing plan is intended to be a "living" document that evolves over time.
Rahul Shrivastava from Cyient Ltd. will tell you: -
• How to know and target the right customer?
• How to put in efforts in the right areas to generate results?
• Knowing which audiences to focus on the most
Sales enablement is essential if you’re serious about taking your team’s sales performance to the next level, but it can also get complicated and messy. This presentation will walk you through which traps to dodge (no matter how tempting they look!), process and structure basics, and what good enablement looks like.
The document discusses the importance of marketing metrics and analytics for building accountability and respect within an organization. It argues that marketing should measure metrics that matter to executives like revenue, profits, and growth. The document also emphasizes that marketing should plan for ROI from the start of a program by establishing goals and estimating ROI, designing measurable programs, and focusing on decisions that can improve marketing performance.
Boost Sales Productivity through Sales EnablementDoble Group, LLC
Technology advances and open access are disrupting industries and making tools more affordable. While companies are growing sales teams and goals, they are not effectively scaling processes, training, and tools, hurting productivity. Sales enablement aims to empower sales teams to work more efficiently through initiatives like recruiting the best talent, providing training and coaching, equipping teams with tools like CRMs, and assessing performance. The goal is to hire, train, and support sales teams so they can meet increasingly high revenue targets.
The Secret to Building a Sales Enablement PowerhouseMindTickle
Alex from Procore and Marc from MindTickle explore:
State of the industry
Need for Sales Enablement
Sales Enablement and Sales Readiness at Procore
Best-in-class framework for Sales Readiness
Este documento describe las herramientas básicas de Microsoft Word. Explica que Word es uno de los procesadores de texto más populares y casi un estándar. Detalla algunas de las herramientas principales de Word como tablas, WordArt, inserción de imágenes, fuentes, resaltado de texto, alineación y partes de la ventana de Word.
El documento presenta una propuesta de estructura administrativa para la Asociación de Productores de Leche del municipio de Caldas Boyacá (Aproleca). Explica que Aproleca comenzó hace 15 años recogiendo leche de pequeños productores y ahora recoge 10,000 litros diarios, los cuales vende a otra empresa. También describe el contexto del sector lácteo en Colombia y cómo surgió la ganadería lechera en Caldas.
Jack Dorsey, Evan Williams, Biz Stone and Noah Glass founded a company to provide music streaming and recommendations. The company utilized the Music Genome Project which analyzed songs and created recommendations based on musical characteristics and similarities between songs. The founders aimed to build a service that helped users discover new music through personalized recommendations.
The document summarizes improvements made from a preliminary task to the full product. Images are of higher quality with better framing and focus. Fonts and layout are more consistent with distinctive mastheads, coverlines, and positioning statements. Contents pages now include 4 images instead of 3, with better quality images and formatting in a more conventional layout. Double page spreads implement codes and conventions with consistent spacing and no words splitting lines.
Este documento describe varias propiedades de los plásticos, incluyendo sus propiedades mecánicas como resistencia, elasticidad y dureza. También discute otras propiedades como su facilidad de obtención a través de la industria plástica, su capacidad para ser conformado en diferentes formas, y su durabilidad aunque muchos productos de un solo uso terminan como basura. El documento también cubre el poder calorífico de los plásticos y los gases tóxicos que pueden liberar cuando se calientan.
CPG digital advertising is growing significantly, with spending expected to reach $5.97 billion in 2016, an 18% increase from the previous year. Mobile is becoming the most important shopping tool for connected consumers, with beacons expected to influence $8 billion in CPG spending this year. Programmatic accounts for 75% of CPG digital strategies and 68% of CPG ad dollars will be spent on digital display media like mobile this year.
Palm Beach Wordpress Meetup - The Future of Digital and forecast for 2017Antoine Dupont
Antoine Dupont, founder and CEO of KATAPULT Marketing, is a public speaker and workshop leader with over 20 years experience in Digital Marketing and Business Growth. Event organizers and attendees frequently comment on the nature of the practical, actionable “takeaway” value of his presentations. He is effective facilitating a small group in workshop format or on stage presenting to your audience. His take on digital marketing strategies and business growth make him a great option for those wishing to compete and dominate in their industry.
Back to the Future of Marketing - #DubaiLynx 2017jfdaykin
Presentation by Jerry Daykin & Mark Brown from Carat at the 2017 Dubai Lynx event, exploring 3 key media trends: where they've come from, where they are now and where they may one day lead.
Dokumen membahas tentang digital dan online marketing. Teknologi yang berkembang pesat telah mengubah cara berkomunikasi dan bertransaksi, sehingga memunculkan platform-platform digital dan online untuk memasarkan produk dan layanan. Dokumen ini memberikan contoh strategi pemasaran digital dan online seperti website, aplikasi, media sosial, dan search engine optimization untuk menjangkau segmen pasar baru khususnya generasi muda yang aktif online.
Digital Marketing and Trends Report 2017 (Pulp Strategy)Ambika Sharma
The document discusses the results of a study on the impact of COVID-19 lockdowns on air pollution. Researchers found that lockdowns led to significant short-term reductions in nitrogen dioxide and fine particulate matter pollution globally as transportation and industrial activities declined substantially. However, the document notes that the improvements in air quality were temporary and pollution levels rose back to pre-pandemic levels as restrictions eased and activity increased again.
2017 digital marketing forum data driven marketing keynote gabriel patrugabrielpatru
The document discusses how data can fuel creativity and enable conversations. It provides examples of how Toyota and Sony used data to enhance creative campaigns and customer experiences. The document advocates using data to gain smart insights, tailor communications, and obtain faster feedback. It also notes that proper data visualization is crucial for real-time feedback. Looking ahead, the document suggests AI and bots could further enable conversations but should be a means to an end, not the end itself. It closes by introducing Eterni.me, described as Skype for the dead, and mentions avatars created through AI of famous people like Steve Jobs, Richard Branson, and Elon Musk.
The Social Media landscape has changed dramatically in the last 12 months and this webinar will help you be Successful in your Social Media Marketing.
Register now and learn the trends, tactics, and strategies that will position your organisation for success in 2017 and beyond.
WHAT YOU WILL LEARN:
• Understand the ‘Digital mindset’ to leverage social media successfully
• Why you MUST harness the power of social media in 2017
• What social communities expect from you
• The MAGIC formula to achieve social media impact
IS THIS YOU?
• Your STRUGGLING to get traffic to your website that converts into sales
• You don't know what Social Network has YOUR demographic
• You are NOT MARKETING your business to the right customer
• SALES have not grown and you don't know why
• Don’t have a Social Media Strategy that gets you a ROE (Return on Engagement)
In just 4 weeks, Warren Knight generated 953 NEW, targeted leads in niche markets and made a profit of FIVE FIGURES by implementing a simple, and easy-to-follow Social Media strategy.
THIS WEBINAR WILL HELP YOU TO:
• Write content your AUDIENCE will LOVE
• Understand why being “NICHE” market-focused wins business
• Give you the foundations to generate 100’S OF TARGETED LEADS
• What 67% of your potential customers are thinking about
• How ONE action can increase lead generation by 200%
• Successfully integrate your marketing strategy across all social networks
• Stay ahead of the COMPETITION and gain new customers
• Measure and evaluate YOUR online activity
Warren is CPD Certified: THINK DIGITAL FIRST, Provider No. 50048. If you require a certificate, please let us know.
ABOUT THE PRESENTER
Warren Knight, founder of Think Digital First is a Digital Marketing Strategist, author and one of the UK’s leading professional speakers in Technology, Sales and Digital Marketing.
This document discusses the skills developed in creating a magazine cover page. The author used a DSLR camera and Adobe Photoshop to take photos and design the cover. Key skills learned include using different camera settings like auto focus to improve photo quality, using Photoshop tools like the polygonal lasso tool to overlay images on text, and adding strokes to text to make it stand out more professionally.
Hampton Roads AMA - 2017 Trends in Digital MarketingGrant Simmons
A quick review of likely digital marketing trends, including; The Multi-screen Consumer, Mobile First, User-Centric Experiences, Augmented Reality & Voice Search | Grant Simmons - Homes.com
The document discusses talent trends and predictions for 2015. It predicts that agencies will need to focus on running lean and justifying their value with analytics as pricing pressure increases. Marketing organizations will need hybrid marketers with both strategic and analytical skills who can leverage data and technology. In-demand roles will include data scientists, strategists, and visual designers who can translate data into actionable insights. Digital and social media specialists will need strong strategic and analytical abilities to develop comprehensive digital and content strategies.
Senior marketing expertise is critical for startups and small businesses to succeed but can be too expensive to hire full-time. An increasingly popular alternative is an on-demand or part-time Chief Marketing Officer (CMO) who can develop an integrated long-term marketing strategy and oversee its implementation at a fraction of the cost of full-time hiring or an agency. The on-demand CMO model provides flexible expert support tailored to the business's specific needs on an as-needed basis.
A Deep Dive into Account Fit: How to build the perfect account list & targeti...RollWorks
You can view the full webinar here: https://www.rollworks.com/resources/webinar/a-deep-dive-into-account-fit/
In this webinar DataFox joins us to talk about account fit, how to determine your target account list, and get set up for ABM success.
We also cover types of account-based marketing ads such as company name ads, persona based ads, and ads for sales stages. You'll learn:
How to define your ideal customer from your data
How to create the perfect account list
How to use targeted ads to reach those customers at the right time
The document discusses how to build high-performance marketing teams. It finds that most organizations now have integrated marketing teams that combine both digital and traditional functions. Skills are ranked by importance, with core marketing skills like strategy, customer insight, and analytics seen as most important. The skills matrix shows which skills typically sit within marketing versus being outsourced. It concludes that marketing is becoming more specialized, requiring teams to develop expertise in new digital areas while still maintaining integration across channels. Outsourcing certain skills and collaborating with other departments like IT are also discussed as ways to build an effective modern marketing team.
Group 4 Step Digital Marketing Strategy_compressed (1).pdfAbdisaBerhanu1
The document outlines the key steps to developing a successful digital marketing strategy. Step 4 discusses identifying where critical action takes place, which refers to understanding the marketing funnel. The marketing funnel shows the stages customers go through from awareness to purchase. Digital tactics should be applied at each stage to move customers through the funnel. Understanding which stages are most important for a business allows them to focus their efforts and resources accordingly.
The presentation covers elements of a GTM plan, what makes it disruptive and how does one measure it. The presentation was used at the NASSCOM Product Conclave in Cochin held on 14 Dec 2016 by Sunder Madakshira.
The document provides predictions for marketing trends in 2017 from Marketo experts. Key predictions include:
1) Marketing will shift to being more customer-centric, focusing on engagement, loyalty, and advocacy across the entire customer lifecycle.
2) Data-driven, personalized marketing techniques like account-based marketing will become more widely adopted.
3) Marketers will need a variety of new skills and adapt to working more collaboratively across departments.
2017marketingpredictions marketo-161205235652Saad Ahmed
The document provides predictions for marketing trends in 2017 from Marketo experts. Key predictions include:
1) Marketing will shift to being more customer-centric, focusing on engagement, loyalty, and advocacy across the entire customer lifecycle.
2) Data-driven, personalized marketing techniques like account-based marketing will become more widely adopted.
3) Marketers will need a variety of new skills and adapt to working more collaboratively across departments.
4) Technology that facilitates listening to customers and orchestrating personalized programs will be critical to the new customer-centric approach.
NexGen Consulting is a branding and strategic marketing solutions company that aims to help businesses achieve their marketing goals in a cost-effective manner. They provide various services, including brand management, online marketing, outsourced marketing, and marketing support. NexGen takes a strategic approach focused on the long-term sustainability and bottom-line impact of businesses by developing integrated marketing plans rather than standalone elements. Their goal is to leverage experience and expertise to create solutions that positively affect business performance.
Marketing Operations to-date has focused primarily on marketing automation, return on marketing investment, and work flow management. Here's how to take it to the next level, with much stronger impact on all of Marketing's stakeholders internally and externally.
Mastering Digital Marketing Strategy.pdfAmit Singh
A template for defining a digital marketing campaign or ongoing activity, with expert advice from Steve Hallam, Partner, Deloitte Digital.
This template is for a digital marketing strategy - an ongoing business activity rather than a one-off campaign. It's useful for briefing a digital agency as well as a tool for articulating a digital strategy for internal use.
The document provides an overview of strategic marketing and outlines a process for structuring marketing activities to achieve better results. It discusses key concepts like competitive positioning, brand strategy, and categorizing marketing activities into strategy, tools, and customer acquisition buckets. The overall marketing process described ties together strategic planning, financial planning, creative development, marketing execution, sales, and customer retention.
The document provides an overview of strategic marketing and outlines a process for structuring marketing activities to achieve better results. It discusses three key buckets: strategy, tools, and customer acquisition. Strategy involves high-level conceptualization of penetrating the market. Tools are the collateral and processes used for tactical execution. Customer acquisition are the marketing mediums and tactics used to execute strategies. The document recommends first defining strategy before implementing tactics. It aims to provide structure and guidance to help marketers determine the "right things" to be doing.
The document provides an overview of strategic marketing and outlines a process for structuring marketing activities to achieve better results. It discusses three key buckets: strategy, tools, and customer acquisition. Strategy involves high-level conceptualization of penetrating the market. Tools are the collateral and processes used for tactical execution. Customer acquisition are the marketing mediums and tactics used to execute strategies. The document recommends first defining strategy before implementing tactics. It provides examples of how different companies deliver value through operational excellence, product leadership, or customer intimacy.
The document provides a guide to developing a successful digital marketing strategy. It outlines 5 key stages: 1) Research the battlefield by understanding your target audience and competitors, 2) Set goals by defining objectives and key performance indicators, 3) Plan the attack by differentiating your brand and deciding how to communicate to customers, 4) Gather your weapons by integrating your brand across marketing channels and platforms, 5) Review gains and losses by analyzing performance against objectives. The guide stresses the importance of an adaptive digital strategy to stay ahead in a shifting landscape.
Become a Digital Marketing Manager
An Essential Skills Checklist
For more information contact Digital Marketing Association Pakistan | https://DMAP.pk
#digitalmarketingmanager #DigitalMarketing #DigitalMarketingAssociationPakistan #DMAP #SocialMediaManager
The Most Influential CMOs To Follow in 2022 1.pdfInsightsSuccess4
This edition features a handful of business CMOs across several sectors that are at the forefront of leading us into a digital future
Read More: https://insightssuccess.com/the-most-influential-cmos-to-follow-in-2022-july2022/
Similar to Ben Legg book manifesto "Marketing for CEOs" (20)
Did you know that while 50% of content on the internet is in English, English only makes up 26% of the world’s spoken language? And yet 87% of customers won’t buy from an English only website.
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At Mozcon 2024 I shared this deck on bridging the divide between search and social. We began by acknowledging that search-first marketers are used to different rules of engagement than social marketers. We also looked at how both channels treat creative, audiences, bidding/budgeting, and AI. We finished by going through how they can win together including UTM audits, harvesting comments from both to inform creative, and allowing for non-login forums to be part of your marketing strategy.
I themed this deck using Baldur's Gate 3 characters: Gale as Search and Astarion as Social
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Capstone Project: Luxury Handloom Saree Brand
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How AI changes the marketing game
The digital marketing industry is changing faster than ever and those who don’t adapt with the times are losing market share. Where should marketers be focusing their efforts? What strategies are the experts seeing get the best results? Get up-to-speed with the latest industry insights, trends and predictions for the future in this panel discussion with some leading digital marketing experts.
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We are over halfway through
a massive transformation
of the advertising industry.
Smartphone penetration is getting close to 100 percent in many parts of the world and it won’t
be too long (maybe 2-3 years) before most TV and video viewing is streamed on demand and
most newspapers and magazines will be read on a screen. At that point, almost all marketing will
be digital. In parallel, the amount of data about your customers (and potential customers) is
growing exponentially. These two trends are converging to destroy mass marketing, along with
the associated slow planning timelines and wasted budgets.
To succeed in this new world, the marketing function needs to reinvent itself fast, and it won’t
be easy. The number of marketing technology platforms and available ad formats are in the
thousands and ever-changing. The future of the advertising agency as we know it is being
fundamentally challenged. Most CEOs and marketing leaders are confused, and are floundering
when it comes to embracing the new world and capturing these new opportunities.
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In July 2012, The Fournaise Marketing Group released its Global Marketing Effectiveness Program
report for that year. To compile it, they interviewed more than 1,200 CEOs from around the world,
and in doing so discoveredthat 80 percent of CEOs don’t trust the work their marketing units do.
According to the Fournaise report for 2013, more than 70 percent of CEOs said their marketing
teams failed to deliver real, quantifiable business results, such as increased sales, higher conver-
sion rates, and greater market share.
Forbes reports that only 20 percent of CEOs have marketing backgrounds, as most opt for MBAs
or finance degrees. For those who do have marketing experience, the realities of what marketing
should be doing has changed enormously in the past decade. Therefore, the majority of chief
executives don’t know what to look for in hiring a CMO, let alone how to build a marketing
department, provide direction, or define which metrics to look at in order to figure out what’s
working and what isn’t.
According to a Spencer Stuart survey, the average CMO tenure is now 48 months. That means
that 25 percent of CEOs will fire or lose their CMO this year.
Is your CMO up to the task?
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Let’s break it down into the key things to look for in your most senior marketing leader.
In this new and complex world, is your CMO:
• Defining and communicating a clear brand vision that is compelling, differentiated,
motivating, and shaping your company culture?
• Building an awesome marketing team of A-players?
• Integrating and continuously evolving an ecosystem of technology partners to win?
• Smart (and creative) enough to understand the opportunities and risks, and look
from fresh angles?
• Writing and executing strategies to drive digital transformation and outperform the market?
• Firing underperformers and bad agencies?
• Measuring and optimizing everything using data, and linking it closely as possible
to a customer lifetime value (LTV) approach?
• Setting high standards and never satisfied?
• Collaborating with your finance, IT, product, and sales teams?
• Out of the corner office, with sleeves rolled up (or better, in a T-shirt) leading from the front?
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How To Hire a Future-Proof CMO
JOB DESCRIPTION | Clearly, your CMO job description will depend on your industry, the
state of your marketing organization, your geographic footprint, etc. It will also depend
on the existence and responsibilities of other C-level executives, such as chief digital officer,
chief revenue officer, chief product officer, et al. Let’s start with creating job description.
SUMMARY | The chief marketing officer will drive profitable and sustainable customer
and revenue growth through defining a differentiated and compelling brand strategy,
plus rigorously executing the strategy with defined customer target groups, supported by
world-class, data-driven marketing and CRM activities, while ensuring that the customer
experience meets or exceeds the brand promise.
The majority of chief executives don’t know what to look
for in hiring a CMO, let alone how to build a marketing
department, provide direction, or define which metrics to look
at in order to figure out what’s working and what isn’t.
“
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PRIMARY RESPONSIBILITIES
Brand Leadership: Define and communicate a brand vision that is compelling, differentiated,
motivating, and shapes the company culture and activities. Ensure that external brand
communication is aligned with customer experience and internal culture, and that customers
actually experience the brand promise.
Team: Build a best-in-class marketing team of A-players, including critical roles like CRM, media
planning, analytics, creative, and technology. Put in place a clear and effective marketing
organizational structure for a data driven and relentlessly innovative approach. Bring critical
capabilities in-house, funded by reducing third-party fees and media spend.
Ecosystem: Act as your own agency-of-record and build an integrated ecosystem of internal
team and systems, combined with third-party technology platforms and creative partners
to win, while staying abreast of industry developments. Use rigorous “bake offs” wherever
possible to select vendors.
Planning and Execution: Write and execute strategies to drive digital transformation and
outperform key competitors. Your strategy should feed into rigorous quarterly goals
cascaded throughout your team, right through to planning for each campaign. Iterate your
plans regularly, based on learnings and market changes.
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Data and CRM: Build a world-class CRM database and approach. Measure all activities using
data, linking key performance indicators (KPIs) as closely as possible to the customer lifetime
value (LTV) approach. Ensure weekly and monthly dashboards are in place and used for all
KPIs that matter, plus hold data-driven reviews of every single campaign. Use data to maximize
the ROI from creativity, rather than kill it.
SUCCESS CRITERIA | Building a world-class marketing ecosystem takes more than one quarter.
Therefore, to incentivize the right behavior, your success (and bonus) will be based on:
Quarterly Management By Objective (MBO) Outcomes: These will focus on delivering many
of the activities and outputs defined above, in order to build a world-class marketing function
over multiple quarters.
Customer Lifetime Value: Given that much of your focus will be on efficiently acquiring and
retaining customers, while simultaneously improving their lifetime value, you will have a bonus
linked to the total predicted future value of the CRM database.
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EXPERIENCE REQUIRED | We are looking for someone who can transform the marketing
organization for the digital age. Therefore, we expect the following experience and qualifications:
Strategy: In-depth strategy experience, either at a top-tier consulting firm or on the strategy team
of a respected company.
Broad Functional Experience: Preference for candidates who have worked in more than just
the marketing function. Ideally, in addition to marketing, also in analytics, product, sales,
e-commerce, and project management roles. Experience working within an agency-of-record
would also be useful, as you will be building those skills in-house.
Digital Marketing: In-depth experience in digital marketing, including a working knowledge
of customer lifetime value, plus search, social, video, and mobile advertising. Experience working
in a marketing technology or Big Data company would be advantageous.
Leadership: Have built and led world-class teams to attract, develop, and retain top talent,
plus manage out underperformers.
To succeed in this new world, the marketing function
needs to reinvent itself fast, and it won’t be easy.“
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Highly Numerate: Ideally studied for a numerate degree (e.g., economics, statistics, engineering).
An MBA would be beneficial.
Project Management: Have run/overseen large complex technical projects, such as CRM system
implementation.
PERSONALITY TRAITS | Beyond these specific experiences and qualifications, we also expect
the CMO to possess the following characteristics:
Sense of Urgency: Love winning and working at speed. Have a track record of setting industry
standards and benchmarks. Smash through obstacles. Doesn’t accept “no.”
Intellect: Have the brains and confidence to be accepted as a peer of the other C-level executives.
Have been a thought-leader in all your former roles.
Creativity: Use data and insights to continuously find new and better ways to get stuff done.
Can identify and nurture creative talent to drive business success.
Teamwork: Display a history of successful collaboration with peers in other functions.
Toughness: Have a track record of firing underperforming people and suppliers, and dropping/
pivoting initiatives if they haven’t delivered the expected results.
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Action-Oriented: Don’t need a corner office or an assistant. Spend your days with sleeves rolled
up, either with your teams getting stuff done, listening to customers, or checking out the compe-
tition.
Global: Have lived and/or worked for significant periods in at least five countries.
Prepared to Travel: This job requires constantly taking the pulse of customers and front line
marketers, as well as evangelizing the brand, therefore it requires 50 percent travel.
ASSIGNING PRE-INTERVIEW HOMEWORK | Once you’ve narrowed the field down,
at least three elements of homework should be assigned before the interview:
Personality Profile Test: Give them a personality profile test, to see how well they know
themselves. This is a useful discussion document at the actual interview.
Experience Questionnaire: A list of around 10 questions that asks them to give examples
of the critical things you are looking for.
Presentation: Give them a real problem to solve, resulting in a 10 to 15 slide presentation,
that 1) tests whether they could actually solve your problems, and 2) gives them a flavor of the
kind of work they would be doing.
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This could include things like:
Competitor analysis and recommendations for your brand strategy/differentiation.
An analysis of your website and/or mobile app, with recommendations for improvement.
A segmentation and targeting proposal, based on a subset of your CRM data.
THE INTERVIEW | There are two purposes of the in-person interview:
Determine whether you think the candidate would be a successful CMO in terms of experience,
personality, fit, etc.
For those candidates who could be a good fit, impress and excite them with your vision,
the caliber of the team, and the expectations of the role.
Weakness Drill Down: Drill down into each candidate’s weaknesses—from the screening,
homework, or performance on the day. Openly discuss your concerns, and brainstorm possible
ways to mitigate them (one hour).
Tour: Give the candidate a tour of your office/campus to get a feel for the culture and maybe
introduce them to key people on the route.
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MEASURING SUCCESS | How should you and your CMO judge success? What KPIs should
you use?
PROGRESS VS. STRATEGIC GOALS | For the big strategic goals, such as building
an awesome CRM database, maximizing customer LTV, or shaping your company’s reputation,
you should set BHAGs or “Big, Hairy, Audacious Goals.”
These BHAGs define the desired end state. This could include the database size and quality,
market share, customer numbers, or revenue per customer that are you trying to achieve in the
next 2-3 years. You can then set quarterly milestones, i.e., break your BHAGs into quarter-by-
quarter goals, so that you can track progress towards meeting your BHAG over multiple quarters.
KEY INITIATIVE PROGRESS | These are related to one-off campaigns or projects, which
could be focused on specific marketing goals, or back-end marketing processes and capabilities.
Examples of trackable initiatives could include:
• Launching a new product or service
• Entering a new market
• Seasonal campaigns, e.g., Christmas or Back to School or the Super Bowl
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• Launching new/revamped websites and apps
• Overhauling the creative process to make it more efficient, scrappy, and iterative
• Introducing a new platform
• Changing agencies
For each initiative you’re tracking, you’ll have a different dashboard and set of KPIs, and they
probably won‘t fit neatly with the quarterly schedule.
If in doubt, for most initiatives, KPIs fit into one of three buckets:
1. Time: Are the right things happening at the right time to stay on track, as per the plan?
2. Budget: Is everything costing what it should?
3. Quality: Are the outcomes meeting or beating expectations?
TACTICAL KPIs | These are the KPIs that demonstrate daily impact, and the KPIs around
which a lot of marketing activities can be optimized. They fit more neatly into a dashboard,
and would typically be tracked daily by the marketing team, weekly by your CMO and
monthly/quarterly by you.
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They would include things like:
Awareness: Lean back interactions, in which potential customers are reminded who your
company is and what you do, but don’t need to do anything. For example:
• The number of target customers reached with your non-engaging messages,
such as TV or display ads (“reach”)
• The number of times those customers saw your message (“frequency”).
• Brand awareness survey results
Interest: Lean forward interactions, in which consumers actively engage with your brand content.
• The number of visits to website
• The number of times your mobile app was opened (without purchase)
• The number of videos watched to completion (when skipping was an option)
• Total number of articles read
• The count of other engagements with consumers, like social media shares
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Intent: The times in which consumers demonstrate that they’re thinking of spending money
with you
• Mobile apps downloaded (free version)
• The number of appointments booked (e.g., test drives)
• The number of people who submit their details (email addresses, phone numbers)
in order to learn more
• The number of samples ordered/coupons downloaded
The number of marketing technology platforms and
available ad formats are in the thousands and ever-changing.
… Most CEOs and marketing leaders are confused, and
are floundering when it comes to embracing the new world
and capturing these new opportunities.
“
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Sales: Instances in which consumers actually spend money with you
• Revenue and gross profit, broken down by geography, channel, product, etc.
Loyalty: Times in which existing customers extended their relationship with your brands.
• Percentage of customers renewed/lapsed
• Change in customer LTV
SET QUARTERLY GOALS | Taking these three elements of the scorecard into account,
each quarter you should set your CMO quarterly MBOs. These are the SMART (specific, measur-
able, achievable, realistic, timebound) goals, defined in detail, that you expect the CMO to
deliver in the current quarter. They could be related to the BHAGs, key initiatives, or optimizing
a particular tactical KPI—likely a combination of all three.
You need to set these to avoid the trap that many marketing organizations fall into, in which
the only tracked metrics are tactical KPIs, while the department never transforms marketing
or achieves market preeminence.
Your CMO should also set quarterly MBOs for each direct report so that every single person
makes tangible progress towards the most important BHAGs each quarter.
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So what now?
To begin with, understand the reality of the situation. Marketing is changing faster and
more radically than any other time in the history of commerce. This is about survival.
If you maximize LTV, and execute CRM and creative iteration well, you’re going to win market
share, grow profitably, and increase your share price. If you don’t, your company will
wither and die.
While that may seem melodramatic, trust me when I say that it’s not.
Cutting edge marketing strategy and execution are critical to your company success
and it’s not enough to be good. You have to be better than your competitors, or you
will lose.
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BUY THE BOOK | Get more details or buy a copy of Marketing for CEOs.
ABOUT THE AUTHOR | Ben Legg is a global chief executive, engineer, market-
ing leader, entrepreneur, keynote speaker and author. A former British Army
captain with over a decade of leading military engineering organizations, Ben Legg
led the military engineering organization that relieved the Siege of Sarajevo
in 1995. After leaving military service, he applied his lessons learned in military
engineering organization to leading businesses and growing brands. He has
amassed over 20 years of business leadership expertise in building, leading and
innovating with companies such as McKinsey & Company, Coca-Cola and Google.
Currently, Ben is the CEO of AdParlor, the world’s leading all-in-one video and
social advertising platform.
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This document was created on February 22, 2017 and is based on the best information available at that time.
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