Presentation deck from Marketo Marketing Nation Summit 2017

1. Profit Center MarketingProfit Center Marketing
How to focus your objectives, actions & culture
around revenue-producing activity and results
Matt Heinz, President
Heinz Marketing

2. •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 latest 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
Housekeeping

3. I am serious about the bacon

4. Profit Center Marketing

5. Or keep doing the alternative:

6. What they think of you

8. What about control?

9. Sales & marketing = the same objective

12. >

13. >

14. 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
A widening gap between investment & ROI

15.  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?
Five keys to profit center marketing

16. How to develop a
“strategic plan”
16

17. Creating Traction

18. A Culture of Failure

19. Competing
against
your future
self

20. Questions your CEO should be asking
Show me your model1
What problem are you solving and for whom?2
Who is your target customer and why?3
What is your sales process?4
Who is selling for you and how are you measuring & managing them?5
How are you going to generate leads?6
How are you going to decrease acquisition costs over time?7

21. Seven traits of outstanding full-funnel marketing professionals

22. 1
Revenue
Responsibility

23. Revenue responsibility in practice
Quick sales vs. lifetime value
Good sales vs. bad sales
 Expensive customers, higher churn likelihood
Can you buy a beer with it?
Business vs. commission check mindset

24. 2
Focus

25. Attributes of a focused marketer
Daily plan
Evening evaluation & recalibration
Minimized distractions
Effective triage
Distraction management (internally & externally)

26. 3
Customer
Centric

27. 27
This doesn’t write checks!

28. They did it.
4
Personal
accountability

29. Accountability means…
Transparency
Constructive criticism & improvement
Macro & micro calibrations
Proactive adjustments
Daily discipline

30. 5
Technology
competence

31. Is your tech helping or hurting?
What problem does it solve?
What does it automate or accelerate?
What is your system or process?
Can it scale beyond you?

32. 32
Key #1: Start with the problem & outcome

33. Agile mentality

34. What is your tolerance for chaos?
Speed and focus amidst change
Quick recalibration & new game plan development
The power of humility

35. Empathy

36. What empathy means…
For your peers
For your sales organization
For other departments
For your customers
What is important to THEM?

37. 1. Objectives & Alignment
2. Reporting
3. Culture
4. OODA Loops
5. Transparency & Empathy
6. Accountability
Keys to Profit Center Marketing

38. • 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
For discussion:

39. • 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 latest 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
Final Thoughts

40. Thank You!Thank You!
Matt Heinz
President, Heinz Marketing
@heinzmarketing
matt@heinzmarketing.com