Author: Bryan Semple
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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 others…
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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.…
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Instrumenting the B2B Sales Process
As a new CMO for a business to business software company that was driving a high velocity, inside sales model, I spent the first six months trying to figure out how to make sense of the craziness that was around me each day. Between the difficulties of measuring what was really happening on the website,…
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Measuring Expected Revenue (ER)
If you are convinced that Marketing Contribution to Revenue (MCtR) is a metric that CMOs should be wary of, then how is marketing expected to show its work contributes to sales? The answer lies in two key metrics. The first is the Expected Revenue metric and the second is a program revenue (PR). This posting…
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Marketing is a Parts Supplier to Sales (#6)
Don’t agree yet with the past posts? Here is the final, and hopefully best reason why CMOs should be wary of using Marketing Contribution to Revenue (MCtR) as a statistic. Marketing is essentially a parts supplier to the big sales factory that creates revenue. As a parts supplier, marketing has to hit supplier goals to…
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MCtR Skews Marketing Program Results (#5)
After the previous four postings, are you still not convinced that MCtR (marketing contribution to revenue) is a dicey metric for sales and marketing management? Here comes reason #5 – Skewed Marketing Results. Marketers love to show that their efforts generate revenue. In B2B marketing who wouldn’t? The problem is that unlike consumer marketing where…
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Transformers (#4)
If you look to the far left of the funnel, marketing tends to focus on driving traffic – either foot or online – to their various marketing assets. It is this traffic that may ultimately convert to a prospect name that may, along with other names, or perhaps different names, convert to an opportunity that…
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Hey New CMO – Stop! Don’t “Fix” That Website
I came across an interesting posting on HubSpot entitled 7 Ugly Truths Websites Can’t Hide. It should be required reading for any new to the job CMO or VP of Marketing. I can’t tell you, or perhaps you already know, that going through the interview process how many times the CEO says “and the first thing…
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Closed Deal Forensics are Notoriously Difficult to Understand (#3)
After reading the first two posts of the Six Reasons Marketing Contribution to Revenue (MCtR) is a dicey metric, if you still want to use this metric, perhaps this post will convince you otherwise. The only true way to get an accurate number on marketing’s contribution to revenue is do forensic analysis on almost every…
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B2B Sales Cycles Have Many Touch Points (#2)
Measuring marketing contribution to revenue (MCtR) is a dicey proposition for a variety of reasons. Last post we talked marketing’s work in so many other areas that drives revenue, that to focus purely on lead generation to revenue contribution really under reports marketing’s contribution. In this post, we look at the complexity and number of…
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