Lead Quality’s Impact on Sales Staffing and Margins

A post on HubSpot this morning titled “Check Out This Chart: The Rise of Marketing Is Killing Off Jobs In Sales” spurred me to do a quick analysis of lead quality vs. sales headcount.  Why have I been thinking of this? With a fixed call volume for an inside sales team, the more leads youContinue reading “Lead Quality’s Impact on Sales Staffing and Margins”

Automation Requirements for Low Touch and High Touch Sales Models

A thought provoking article titled “Marketing Automation Makes Me Wince” by former IBM marketer Jeff Bartman should make everyone consider whether they are in a low touch or high touch sales model. Knowing the difference is key since Jeff’s opinion that marketing automation is overrated makes total sense if you are in a high touchContinue reading “Automation Requirements for Low Touch and High Touch Sales Models”

“Second Tier” Media and Website Traffic

Catching up from holiday posts, I read an article on CMO.COM by Shev Rush of Shev Rush Public Relations about the value of paying attention to second tier PR outlets like bloggers and smaller publications.  Many CEOs are reluctant to engage them since they don’t appear to offer much PR value. Shev points out twoContinue reading ““Second Tier” Media and Website Traffic”

Matching Marketing Output with Sales Input

How do you know the leads marketing is sending to sales are actually getting to a sales rep?  Checking for a successful hand off between sales and marketing is a critical, but often very much overlooked step in the B2B sales process. Without checking for the hand off,  marketing qualified leads (MQLs) could end upContinue reading “Matching Marketing Output with Sales Input”

Sales Kick Off – Most Companies Spend Time on the Wrong Activities

B2B CMOs not only need to measure demand generation, but also the status of sales enablement as this is a key function of product marketing. Ongoing measurement of sales preparedness helps to prioritize what types of training the sales team requires to effectively convert MQLs to opportunities. It is around this time of year whenContinue reading “Sales Kick Off – Most Companies Spend Time on the Wrong Activities”

7 Reasons CMO’s Get on the CFO’s Bad Side

A lot of discussion this week in the CMO Network on LinkedIn around conflict between CMOs and CFOs. One article entitled “Why Will CFO’s Never Understand Marketing“, I am not sure I agree with.  Another article lists “5 Ways CMOs  Can Get CFOs On Their Side” lists some interesting ideas.   My opinion is thatContinue reading “7 Reasons CMO’s Get on the CFO’s Bad Side”

Digital vs. Traditional Media Spend – Metrics Driven Decision Making

Forbes recently had an article entitled “Why Pragmatic Marketing isn’t A Silver Bullet” that makes the case for continued investment in traditional media that drives “awareness” vs. pragmatic marketing (digital media) that drives specific clicks and online actions. For hard core online B2B CMOs, an article like this would be met with eye rolls (mineContinue reading “Digital vs. Traditional Media Spend – Metrics Driven Decision Making”

Metrics and the Flat Marketing Organization

The topic of how to organize a B2B marketing organization is a long one, but my belief is that the old functional structure is long dead.  Future posts will walk through this in greater detail by looking at the key metrics a marketing team needs to drive and comparing those metrics against the required organizationContinue reading “Metrics and the Flat Marketing Organization”

CMO Management Tip for 2014 – Learn Google Analytics

I am in a LinkedIn Group – the CMO Network.  Kim Whitler, the CMO of David’s Bridal posted an interesting question for an article she is writing: What are your top Marketing, Career, and Management tips for CMOs going into 2014? There are a bunch of tips for 2014 one could write about and othersContinue reading “CMO Management Tip for 2014 – Learn Google Analytics”

Measuring Program Revenue (PR)

The last blog series discussed how using Marketing Contribution to Revenue (MCtR) was not necessarily a great idea.  However, marketing must somehow be shown to be impacting revenue, otherwise, why bother?  To answer this linkage question we proposed two linkage metrics. The first is Expected Revenue (ER) which was discussed in the last blog posting.Continue reading “Measuring Program Revenue (PR)”