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Communicating Your Marketing   Impact to Executives:    4 Lessons Learned             Jon Russo             Founder, B2BFu...
Disclaimer: Your Mileage will vary• Company type, size & culture• Revenue model
Lesson 1: Start with Business Objective
CMO Dashboard                *this is not actual data
Define a Roadmap
Lesson 2Speak the same language
Avoid Star Trek Marketing SpeakLanguageStar Trek language       •   Marketing Waterfall       •   Marketing Automation Pro...
Speak their language
Lesson 3• KPIs, not Metrics  Leaders measure for business impact….  …Followers measure for the sake of measuring
KPIsMarketing sourced pipeline      % of total pipeline marketing has uniquely createdMarketing influenced pipeline   % of...
Database Health – a MUST DOTie this to sales effort, not a SILO
Lesson 4• Change the Dynamic when embarking on a  new lead gen process
3rd Party
4 Key Lessons1.   Align to business objectives2.   Speak their language, not yours3.   Establish & measure KPIs, not metri...
About B2B Fusion… •   Executive Dashboard Creation •   Process Referee with Marketing, Sales, CEO •   Strategic/Executive ...
Demand Generation: CMO Viewpoint  #DemandCon
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Demand Generation: CMO Viewpoint #DemandCon

Marketing ROI & process from Executive viewpoint Presented at DemandCon - contact me if any questions

Demand Generation: CMO Viewpoint #DemandCon

  1. 1. Communicating Your Marketing Impact to Executives: 4 Lessons Learned Jon Russo Founder, B2BFusion @B2BCMO
  2. 2. Disclaimer: Your Mileage will vary• Company type, size & culture• Revenue model
  3. 3. Lesson 1: Start with Business Objective
  4. 4. CMO Dashboard *this is not actual data
  5. 5. Define a Roadmap
  6. 6. Lesson 2Speak the same language
  7. 7. Avoid Star Trek Marketing SpeakLanguageStar Trek language • Marketing Waterfall • Marketing Automation Process • Marketing Automation Platforms • Marketing Qualified Leads
  8. 8. Speak their language
  9. 9. Lesson 3• KPIs, not Metrics Leaders measure for business impact…. …Followers measure for the sake of measuring
  10. 10. KPIsMarketing sourced pipeline % of total pipeline marketing has uniquely createdMarketing influenced pipeline % of total pipeline that marketing has touchedInvestment-to-pipeline ratio The amount of sales pipeline sourced for every program dollar invested in demand creationInvestment-to-revenue ratio The amount of revenue sourced for every program dollar invested in demand creationInvestment-to-influence ratio The amount of sales pipeline “touched” for every $1 invested in all marketing activities designed to influence opportunities in the sales pipeline.
  11. 11. Database Health – a MUST DOTie this to sales effort, not a SILO
  12. 12. Lesson 4• Change the Dynamic when embarking on a new lead gen process
  13. 13. 3rd Party
  14. 14. 4 Key Lessons1. Align to business objectives2. Speak their language, not yours3. Establish & measure KPIs, not metrics4. Change dynamic with referee@B2BCMOJonRusso1@gmail.com
  15. 15. About B2B Fusion… • Executive Dashboard Creation • Process Referee with Marketing, Sales, CEO • Strategic/Executive Demand Generation • Marketing Automation@B2BCMOJonRusso1@gmail.com

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