5 Strategies to Reverse a Marketing Budget Cut

Posted by John Koehler

April 23, 2014 at 6:45 AM

The CEO just notified you that he’s cutting budget. He’s taking 100% of the cut out of marketing. This results in a cut of 20%. The CEO didn’t even look at other departments to share the cut. Questioning why your budget was cut, you realize you haven’t proven your worth. He sees marketing as a pure cost. This undercuts your credibility as the Marketing leader.

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Topics: Marketing, CMO, Marketing Resources, Marketing Strategy

How to Restructure Your Marketing Department After a Budget Cut

Posted by John Staples

April 7, 2014 at 6:45 AM

Is your marketing structure the right one? The CEO is cutting the marketing budget. This includes headcount reduction. The CEO also wants more from the marketing team. You’re constantly trying to justify expenses and prove the return on marketing investments.

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Topics: Marketing, CMO Resources, CMO, Marketing Strategy

Is it Marketing’s Fault You Missed the Number?

Posted by Mark Synek

April 6, 2014 at 6:45 AM

Q1 is in the books.  You missed the number.  Why?

You saw this coming weeks ago.  Your forecast correctly quantified the size of the miss.  You were able to prep your CEO so he wouldn’t be surprised.  Your presentation to close ratio is good.  Turnover isn’t bad.  You’ve evaluated your sales organization and feel confident in your strategy.  So why did you miss?

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Topics: Sales Leader, B2B Marketing, Marketing, Director of Sales Resources, Chief Sales Officer, Marketing Strategy, vp sales, Sales VP

CMO: Never Miss the Number Again

Posted by John Staples

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?

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Topics: Demand Generation, Marketing, CMO Resources, CMO, DemandGen, Marketing Strategy

How Marketing Fails by Failing to Market Itself

Posted by Vince Koehler

November 24, 2013 at 7:00 AM

One of the most difficult responsibilities for a B2B marketer is sales enablement. What makes it difficult is the lack of adoption and rejection by sales. The sales field is often critical of any marketing effort. Marketers can feel like they are in a can’t-win position. Even when you do everything sales asks for it’s never enough, never right, or simply forgotten. 

Marketing efforts at sales enablement

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Topics: Marketing, CMO Resources, CMO, marketing personas, Sales Enablement

Your 2014 Marketing Budget Roadmap

Posted by George de los Reyes

October 5, 2013 at 7:00 AM

As a marketing leader, the CEO is going to measure your 2014 success in three ways:

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Topics: LeadGen, Marketing, Sales Budget, CMO, Marketing Resources, 2014 planning

3 Most Common Mistakes in Lead Generation - Video Blog

Posted by Vince Koehler

September 13, 2013 at 7:00 AM

There are three themes commonly present in under-performing lead generation programs. Marketing leaders can quickly diagnose the most common Lead Generation mistakes.  

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Topics: Lead Generation, Marketing, CMO Resources, CMO, Buyer Process Map

How One Marketer Forged a Relationship With a New Sales SVP

Posted by Mark Synek

August 15, 2013 at 7:00 AM

Organizations that have achieved real sales and marketing alignment are as rare as unicorns.  Changes in leadership offer new chances to achieve this mythical goal.  This is the time of year when leaders start mapping out 2014.  A new peer can be an obstacle or a force multiplier.  Below is the true story of how one organization dealt with this challenge. 
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Topics: Sales Leader, Marketing, CSO, Sales Leadership, sales or marketing

How Good is Your Marketing Team?

Posted by John Koehler

April 17, 2013 at 7:00 AM

This post is written for Marketing Leaders newly hired in an organization and those who want to keep pace in the industry.  The first question new marketing leaders ask themselves is, “how good is my team?

You may have a team with talent and strong capabilities or you may have dinosaurs. Despite what you inherit, your #1 goal entering the organization is to drive results. How do the best in class marketing leaders drive results with their current team? Here’s what the best do.

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Topics: Marketing, Marketing Resources

Outsource or Insource? Evaluation Lens for Marketing Leaders

Posted by Vince Koehler

February 27, 2013 at 7:00 AM

Marketing leaders are faced with difficult decisions regarding outsourcing.  As new technologies and skillsets are required, CMO’s are turning to consultants.  What functions should be built in-house vs. outsourced? 

It is a common business practice among world class companies to outsource significant levels of strategy and execution.  The strong get stronger.  But when do you do it in-house?  When do you outsource? 

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Topics: Marketing, CMO Resources, CMO

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