career in martech 3.22 - romanoffconsultants.com€¦ · marketo expert, certified marketo...

CareerinMarTechDCMarTech Talks

Inga RomanoffCEO/President

Romanoff Consulting

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IngaRomanoff

IngaRomanoffisaREVVIEawardwinner,CertifiedMarketoExpert,CertifiedMarketoConsultant,andCertifiedRevenueCycleAnalyst,andisa5xMarketoChampion.Withover20yearsofexperienceintheUS,EMEA,andAsiaPAC,IngaheadsupNewYorkCity-basedmarketingautomationpractice.SheservesasaMarketoUserGroupleaderinNewYork.

Chief ExecutiveOfficerRomanoffConsultants

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Agenda• ThelatestinMarketingAutomationandCRM•MarTech CareerMasterclass

• Buildyourpresence• ConnectinCommunity• Knowyourworthandmaximizeit

• Hottopics,Q&Aandnetworking

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WhyBother?MarketingAutomationIndustry🚀

$1.8 billion

2015

$7.24 billion

2019

• AccordingtoSiriusDecisionsresearch,therearenearly11timesmoreB2Borganizationsusing marketingautomation nowthanin2011

• Currentpenetrationrate:49%ofoverallbusinesses from3-5%in2014

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CareerTrajectoryThehighertherevenueofacompany,themorelikelytheyaretousemarketingautomation

Segment Annual Revenue

# of Marketing Automation

Clients Market Share

Estimated # of companies in

market Market Penetration

Large $500+ million 3,000 57% 5,000 60%

Mid-size $20-$500 million 9,000 22% 90,000 10%

Small $5-20 million 12,000 16% 220,000 5%

Micro <$5 million 3,000 5% 1,000,000 3%

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Gartner Magic Quadranthttps://www.marketo.com/analyst-and-other-reports/gartner-magic-quadrant-for-digital-marketing-hubs/

TheOnlyConstantisTheChangeItself

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WhatDoCMOsWorryAbout?

CMO became Chief Growth Officer33% of CEOs think that it is CMO role that is charged with deliveringrevenue growth opportunities; however, CMOs have limited view of theprogress and performance results. What are current challenges andbottlenecks, what is not working, where do revenue opportunitypriorities lie (e.g. low hanging fruit)?

Friendly MarTech stackIs our MarTech stack optimized and fully functional? How can we driveresults and where can we expand on our tech stack to improve reach andresults.

Personalized, targeted marketing campaignsWhat is current maturity of our marketing programs and campaigns?How are we performing and where are opportunities to drive growth.How we should be prioritizing initiatives and marketing resources. Whatworks for us, what does not?

Marketing Best Practices

MA Platform Best Practices CMO

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Swan,PikeAndCrawfish

Once Crawfish, Swan and Pike Set out to pull a loaded cart,And all together settled in the traces;They pulled with all their might, but still the cart refused to budge!

The load it seemed was not too much for them:Yet Crawfish scrambled backwards,Swan strained up skywards, Pike pulled toward the sea.

Who’s guilty here and who is right isnot for us to say- But anyway the cart’s still there today.

~ Ivan Andreevich Krylov

"The Scream" by Edvard Muncis one of the most famous paintings in art history because it captures universal suffering

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“(I)GetAround”(2Pac)Buildyourpresenceinthecommunityandunderstandecosystem

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BuildYourPresenceandLearn

Learnfromothers

Leverageavailableresources

Beagoodcitizen

Getcertified

Localmeetups

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GettoKnowTheCommunity

• Marketokeypeople• CustomerMarketing• ProductTeam• UserGroupLeaderinyourarea• MarketoChampionsinyourarea

• Docustomerreferences• Shareyourstory(successesandproblems)

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UnderstandTheEcosystem

• Maximizeconsultinginvestment(notexecution)• Trainingpackages• Professionalservices• Researchandusepartnerapps

• MarketoLaunchpoint,SalesforceAppexchange• Workwithearlystagetechnologiesbecausetheywillgiveyouanadvantageinyourcareer

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“GetInvolved”(Q-Tip)Buildrelationships– thatwillhelpyourcareer

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MeetPeople(Authentically)• DevelopyourCommunityprofile• Investthetime,joinlocalusergroups,gotohappyhourandsocialevents,makefriends

• Findyourtribeandcommittothemoveralongperiodoftime

• Connectwithpeerstogrowtogether• Findpeopleaboveto learnfromandbelowtomentor• Nomatterhowexperiencedyouare,itwillstillhelp• CommunityatMarketoiswhatmakesusdifferent,

connected

•Plus,addeveryoneonLinkedIn

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GiveBack• GivebacktotheCommunitybeforeyoutake• It’seasytobecomepossessiveoftheknowledge,resistthatandshare(executionisdifficult,soshareideas)

• Helpotherpeopleinyourownorganizationlearnandgrow.Facilitatesharingofideas.

• Buildthemupintoexperts-- butgivethemacareerpath.Paythemaccordingly,theirexpertiseisvaluable.

• Whathappensifyoudon’t?

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MustDoChangeManagement(forself)

Committoyoursuccess!

Marketogotthrowninyourlap– sounds

familiar?

LearnerDNA

Changeisinevitable–techdrives it

Noteverythingisforeveryone, leaveifit’s

notforyou

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“GetMoney”(Biggie)Knowyourworthinthemarketandmaximizeit

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www.surveymonkey.com/r/2017surveyshouldget~1,000responses

MarketoCompensationSurvey2017

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EvaluateYourOwnPositionGrow

Don’talwaysoptimizeformoney.Lookforwaystolearn.

LearnTake thetimetoinvest

yourcareer.Onaregularcadence,

evaluatewhetheryou’relearning/growing.

Invest

BeingMarketoCertifiedcanhelpyougetbetter

opportunitiesforjobs.Recruitersarelookingforit.

BetterOpportunities

GrowinyourMarketoknowledgeandmarketyourselfandpeoplewillstartknocking.

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WaystoMaximizeValue

• Getcertifiedandhirepeoplewhohavecertifications(MCE- Goldstandard)• Makesureyou’redevelopingyournetwork

• Peoplearealwaysdoing informalbackground checks• It’satightcommunity, sodon’tburnbridges-it’snotworthit• Playthelonggame,itpaysoff

• Learnhowtotieyourwork/impacttopipelineorrevenue(NOTleads)• Workyourselfoutofjobandempowerpeoplearoundyou• Shareinformation.Executingisreallyhard,soit’sOKtosharetactics.

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BuildYourPersonalBrand• BecomeaMarketoChampion-MarketoElitecustomers

• Submitapplicationforawards,MarketoREVVIE’sisyourPR

• Ownwhatyouknow,don’tgetfixatedonyoudon’tknow

• Shareopinionswithothers(haveaPOV)– peoplelisten

@ingaroma

www.linkedin.com/in/ingaromanoff

Inga(212)390-0082

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Community101• Addapicture!• Addadescription• Addskills(withtherightkeywords)• LinktoyourLinkedInprofile• Jointhelocalusergroup• Turnonnotificationsandemailpreferences• Verifythatyourcertificationisshown

Don’tbeaCheburashka!

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Community201• Writeandshareyourideas- posttotheblog• Sharenewproductideas- intheIdeassection• Answerothers’questions(it’sworthit)• Goto“YourPlaces”tofindthegroupsyou’repartof• Understandthedifferencebetween

• docs.marketo.com(productdocumentation)• community.marketo.com(community,productideas,groups)• developer.marketo.com(developerdocumentation)

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Community301- GivingBack

• SpeakorsubmitatopicatUserGroup• Hostorstartanewusergroupifyoudon’thaveone!• ApplytospeakatMarketoSummit• GotoMarketoevents/roundtables• VolunteerforMarketoSmartBaratevents(Champions)• Sharethesehow-to’stohelpotherpeople!

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MarketoCompensationSurvey2016

• 150+responses• 43MarketoChampions(!)• 83%haveusedMarketoformorethan1year• 82%intheUS,18%International (37%California)• 23%Consultants• 51%ManagerLevel,33%DirectorLevel• 74%MarketoAdminorSuperUser• 67%attendUserGroups• 62%MarketoCertified

• RespondentsfrompostsontheMarketoCommunity/LinkedIninMar-Apr2016

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OverallCompensationBreakdown

Medianis$100K-$124Krange

Around25%areover$150K

Around20%below$75K

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CompensationbyMarketoExperience

Medianwith1-3yearsofexperienceisaround$100K

Medianwith3+yearsofexperienceis$125K-$150K

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CompensationByLevel(Manager/Director)

AroundhalfofDirectorsare>$150K

AroundhalfofManagersare>$100K

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Compensation(AreyouaConsultant?)

Over80%ofConsultantsare>$100K

Nearly40%ofConsultantsare>$150K

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CompensationbyState

Varieswidelybystate

CA,MAmedianis>$125K

IL,OH,TXmedianis<$100K

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CompensationbyCompanySize

Generally,compensationforMarketousersishigherasthecompanysizegrows.

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CompensationbySizeofMarketingTeam

Similarly,compensationforMarketousersishigherasthesizeoftheMarketingteamgrows.

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Compensation(AreyouaMarketoChamp?)

Overone-thirdofMarketoChampsare>$150K

ThedistributionofChamps’compisstillfairlywide.