new metrics for marketing
TRANSCRIPT
YOU – GROWTH CHAMPION
FOCUS ON PROFIT, REVENUE AND RELATIONSHIPS
RELEVANCE
IS YOUR CEO A MARKETING CHAMPION?
THERE’S A REASON THAT THE AVERAGE TENURE OFCMO’S IS 23 MONTHS
VALUE CREATORS• OUTCOMES THAT MATTER• ALIGNING COMPANY CAPABILITIES WITH CURRENT AND FUTURE NEEDS OF
THE CUSTOMER• INJECT VALUE BEFORE THE PRODUCT OR SERVICE COMES TO MARKET• STRETCHING THE BOUNDARY OF MARKETING
• ABILITY TO GROW A BUSINESS – ESPECIALLY IN A MATURE BUSINESS
KNOW THYSELF
• VALUE CREATOR• SALES ENABLER• CAMPAIGN PRODUCER• WHAT’S YOUR DNA?
DEEP
EXP
ERTI
SE IN
MAR
KETI
NG
FUNCTIONAL UNDERSTANDING
AND RELATIONSHIPS
DNA OF GROWTH CHAMPIONS
20% MORE LIKELY TO EXHIBIT
SUPERIOR REVENUE GROWTH
ROICONTRIBUTION TO GROWTH
AGENDA
NOT FOCUSED ON YOUR SPEND
ACTIVE LEADERSHIPADVISERS TO MANAGEMENT TEAM
MARKETING MASTERS
METRICS• BEING ACCOUNTABLE• GAINING INFLUENCE• PRODUCT• SALES STRATEGY AND MOTION• PRICING• CHANNEL STRATEGY• COMMUNICATION
CHECKLISTmetrics indicators indicatorsCLOSE RATE PRODUCT MEETING CLIENT
NEEDSWEAK COMPETITIVE POSITION
LENGTH OF SALESCYCLE SALES PREPARATION- TRAINING
ENABLEMENT – PROPS FOR SELLING
AVERAGE DEAL SIZE AIMING AT THE WRONG MARKET
PRICING
% OF AVAILABLE MARKET PRODUCT/SERVICE DESCRIPTION: CRITICAL
CROSS SELL, UPSELLPERMISSION TO SELL
MQL CONVERSIONS CAMPAIGN EVALUATION SALES MANAGEMENTAGE OF PIPELINE SALES ACTIVITY ENABLEMENTCOMPELLING EVENTS IDENTIFY AND INTEGRATE ACCELERATE ALL THE
ABOVE
RELATIONSHIPS SALES Activity management
MARKETING
Communication
SALES OPERATI
ONS
Reporting the relevant numbers
PRODUCT
Ideal Customer
ProfilesEvolving
product/service definition
PRICING
• ENCOURAGES BUNDLING• SELL BACK: HIGH PROFIT PRODUCTS/SERVICES PAY FOR THE EARLY
ADOPTERS• SIMPLE: A DIFFERENTIATOR OR ACCELERATING THE CLOSE• ALIGNS TO THE VALUE OF THE PRODUCT NOT TO THE COMPETITORS
CONVERSIONS• CONTACTS TO MQLS – ALL YOU!• MQLS TO SQOS – MOSTLY YOU!• SQOS TO PIPELINE – WHERE WE ALL JOIN HANDS AND SING KUMBYA• PIPELINE TO FORECAST – SALES MANAGEMENT• FORECAST TO REVENUE – SALES MANAGEMENT
COMPELLING EVENTS• BUSINESS DRIVERS• ACQUISITIONS AND DIVESTITURES• INNOVATION• EXPANDING PRODUCT LINES AND GEOGRAPHIC EXPANSIONS
• PRODUCT LIFECYCLE• NEW• RETIRING
• PARTNER ACTIVITY• PRODUCT LAUNCHES• REPLACEMENT PROGRAMS
XMULTIPLIERSPRODUCT
ALIGNMENTWHAT PRODUCT IS ENGINEERING
BUILDING?
WHAT PROBLEM IS IT SOLVING?
WHO ARE THE BUYERS?
DO THEY AGREE?
CHANNELSWHAT PRODUCT IS SALES
SELLING?
DOES THIS MATCH THE PRODUCT THAT ENGINEERING IS BUILDING?
HOW OFTEN AND HOW MUCH ARE THE DISCOUNTS?
WHAT IS THE TRANSACTION TO QUOTA RELATIONSHIP?
PROMOTIONWHAT PRODUCT IS MARKETING
PROMOTION?
WHO ARE THEY PROMOTING TO?
IS THE BUYER RESPONDING?
ARE THERE ENOUGH QUALIFIED BUYERS TO SUPPORT THE TRANSACTIONS TO QUOTA
RELATIONSHIP?
Where the focus goes, energy flows. Tony Robbins
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