March 5, 2014 at 6:45 AM
February 27, 2014 at 7:00 AM
We are approaching the end of Q1. You have officially launched your 2014 marketing plan. By now you’ve probably run a campaign or two, created some new content, etc. But is it all working? And how do you tell?
Today’s marketing leader must be able to prove their effectiveness. According to CMO Survey, CMO’s spend 8% of their budget on analytics. And it’s only going up – analytics spend is expected to increase 60% in 2015. More now than ever, marketing leaders need concrete data that shows their programs are working. This has been true for some time now.
February 22, 2014 at 7:00 AM
A couple of friends have taken over executive marketing roles recently. Shortly after starting, they both asked me the same question. “How do I determine whether I have the right talent on the team?” There are number of ways to solve for this question. This post can help. Download the Marketing Team Assessment Tool here. Utilize this is your first 45 days or whenever you feel a gap or opportunity exists for improvement.
Why Use the Tool?
Your success is directly related to the quality of your team. If you’re new to the role, this is a great way to level-set your talent. Not all competencies are relevant to every position. The depth of each response should be considered when evaluating senior vs. junior team members.
The tool identifies key competencies and provides a definition of each. Use the tool to guide one-on-one conversations with your team. Ask the marketing team member to provide examples both in the current role or prior positions. If relevant, have them follow-up with the example and walk you through it. Gain insights into how they make decisions. Understand the expectations of them by reviewing examples.
Ask each of your key players to provide a sample of their recent work. Assess the sample to determine their role in the project. Often times you will find that they were a small player, not the lead. Clarity of breadth and depth are essential to define participation level. The result of the interview is not just a better understanding of the competencies. The assessment provides additional insight into marketing processes overall.
February 16, 2014 at 7:00 AM
This past year, I’ve discussed content marketing with top marketers. Today’s post focuses on 2 marketing leaders in the SaaS industry. Each took on a different strategy when it came to producing content. Both at one point had to make a critical decision; “Do I outsource or insource content production?”
This article explores the decision and answers the question; “Did it work?” At the end, I’ll provide the Insource vs. Outsource Content Marketing Evaluation tool.
February 11, 2014 at 7:00 AM
Marketing leaders struggle with top-down allocated marketing budgets. Stop struggling with budgets determined with archaic means. Begin leveraging best practices when planning your marketing budget amount.
February 6, 2014 at 7:00 AM
As a Marketing Leader, you are expected to contribute to the revenue goal. How much of this will come from new customers? 15%? 20%? Mature marketing organizations expect this number to be upwards of 30%. Do you have enough leads to hit this number? If not, how will you get there?
January 31, 2014 at 7:00 AM
Big deals in B2B companies can account for as much as 50-80% of annual sales. Losing multiple big deals often results in missing the number. Why doesn’t a typical marketing budget/focus apply the 80-20 rule? Demand Gen is too often focused on the masses not the big deals.
What can you do differently so you don’t miss the number? Download the Targeting Analysis Tool and start focusing on what really matters to the sales team. Targeting the deals that move the needle is the difference between making the number and not. Companies that have solved this problem are making the number.
Why Use the Tool?
January 25, 2014 at 7:00 AM
This post is for CMOs who are newly hired or evolving. Your #1 goal entering a B2B organization is to drive results. How does the modern CMO drive results? First they think like Billy Beane, the GM of the Athletics baseball team.
January 20, 2014 at 7:00 AM
B2B CMO’s are focused on driving revenue into the pipeline. Success is largely determined by the quality of campaign offers. Yet there’s little attention within marketing teams on developing quality offers.
Every CMO is looking for ways to increase performance. Optimize campaigns at the offer level to increase campaign results. Even a small change in conversion effectiveness can change a failed campaign into a robust ROI.