the cmo's greatest enemy -- delivered at sxsw 2017
Post on 21-Mar-2017
836 Views
Preview:
TRANSCRIPT
required to drive revenue
don’t understand ROI measurement
are not showing business impact
reason for firing: failure to prove business impact
#194%
90%70%
35% of board members come from sales <1% of board members
are marketers
Deal Gen Deal Expansion Deal Velocity
Revenue Margin Cash Flow
TIME TO IMPACT
THE ECONOMY
JOBS HEALTHCARE
WAR & PEACE
CLIMATE CHANGE
INFRASTRUCTURE
Marketing’s business impact starts to be visible around the same time the C-suite decides to fire CMO
0 6 10 19 20
Hired ListenLearn
Change
Rollout BeginBusinessImpact
FiredAchieveOperating
Tempo
Awareness Confidence Trust
Paid/Owned Earned/Shared
Deal Gen Deal Expansion Deal Velocity
Revenue Margin Cash Flow
MANY OF LIFE’S FAILURES ARE PEOPLE WHO DID NOT RECOGNIZE HOW CLOSE THEY WERE TO SUCCESS WHEN THEY GAVE UP.WERE FIRED
top related