1. How Predictive Marketing Can Give CMOs
True Credibility in the Executive Suite

2. Measurement Is A Key Discipline For Modern Marketers

3. Yet, 73% Of CEOs Think CMOs Lack Business Credibility
Why?
They can’t prove
they generate
business growth

4. Only 11% Of CMOs Said Their Analytic Capabilities Were
Leading Edge

5. Which Measurements Can Be Used To Gain Executive
Confidence In Marketing’s Contribution To Sales?
Source: HubSpot 2013 State of Inbound Marketing Report
• 72% of CMOs say lead scoring is important to achieving
marketing goals
• Yet, only 22% say converting leads into customers is their
top marketing priority for 2013

6. What new tools can
CMOs leverage to
measure marketing’s
impact on revenue?

7. Predictive Analytics Can Be Used To Provide Insight
About Your Customers And Their Intentions
How can we
prioritize our
sales efforts
based on those
prospects most
likely to buy?
Which product
is each of our
customers
most likely to
buy next?
Which
prospects are
most/least likely
to buy?
How can we reduce
customer acquisition
costs, increase purchase
size and reduce fraud?
Which
customers are
most likely to
leave?

8. Predictive Analytics Produces Superior Lead Scoring
Unlike traditional rules-
based scoring
approaches, predictive
analytics can be used not
only to prioritize sales
leads, but also to use
available information to
predict the highest
likelihood of success with
that lead

9. Predictive Analytics Produces Superior Lead Scoring
For example, predictive analytics output can be used
to direct the lead to a particular sales team or
product specialist based on a prediction of which
product the prospect is likely to buy

10. Critical Success Factor: Educate And Train Your Sales And
Marketing Staffs In The New Approach
• Changing to a predictive model may produce leads with different
characteristics than those your sales reps are already familiar with
• Thoroughly educate and train your sales and marketing staffs in the
new approach to reduce the chance that sales reps will reject or
disqualify a high proportion of the new leads

11. Lead Scoring Can Improve Sales and Marketing
Alignment
Lead scoring can
help eliminate the
frequent finger
pointing that exists
between sales and
marketing

12. Lead Scoring Can Enhance Marketing Credibility
By providing an unbiased
measure that enables the
impact of people and
processes to be objectively
evaluated, lead scoring can
help CMOs
• Show marketing’s impact on
revenue
• Improve sales and marketing
alignment
• Begin to enhance their own
credibility in the C suite

13. Building exception B2B, SaaS, Enterprise
Software and Internet businesses