It is time to wrap up the “7 things every CEO should know about marketing” series with our final topic, #7 – the hidden pothole that I believe you as a CEO should avoid. What pothole am I talking about? It is the martech pothole (“martech” being the common term used in the industry for marketing & sales enablement technology solutions). Currently, there are over 8,000 martech solutions available (see Figure 1). That is overwhelming […]
This is probably the one thing that every CEO wants to know about marketing – what are the best key metrics to use for making marketing investment decisions and then to evaluate those marketing investments. I deliberately did not make this my #1 because the previous posts cover elements that, if not addressed, will greatly influence these key metrics. Now that I have covered those, let’s dive into the key metrics […]
We have arrived at the #5 thing I believe every CEO should know about marketing. In case you are new to the series, you can find #1 – #4 (The “Ante”, Not all marketing is the same, B2B buyer journey, and B2B website purpose) in our blog.
#5 is about alignment – specifically marketing and sales alignment around one specific definition. There are certainly many […]
B2B website purpose
As websites have evolved, I am still surprised to find many B2B websites are basically all about the company and what they do or what […]
This third blog post of the “7 things a CEO needs to know about marketing” series focuses on the B2B buyer journey. You may believe your company sells stuff to the market – like your products or services, however, that is your seller view and not a buyer view. You indeed have products and services, and you definitely engage in activities that lead to sales but the truth is people are buying what they need […]
Many CEOs tell me about marketing companies that call or email them to sell automated nurture, or paid search, or SEO, or other services that they assure the CEO is what works. There are certainly some marketing tactics that one might consider fundamental to many business operations but the real truth is, and the #2 in my series of 7 things every CEO should know about marketing, tactics that work for […]
The Marketing Ante
What do you, as a CEO, need to know about marketing? If you have a marketing professional in a leadership role on your team, you might initially think you don’t need to know that much. Of course, how do you know if they are doing a good job? If you are a CEO that has part-time marketing staff, or maybe just tactical marketing […]
The goal of any B2B lead generation program is to ultimately generate as many actionable leads as possible for the sales team. There are certainly plenty of topics around an approach, but the one area I want to focus on now is the absolute commitments that marketing and sales must make to each other to create an environment that will produce success.
At the heart of any B2B lead generation program must be an ongoing cycle […]
Why not to cut marketing during the COVID-19 crisis?
As I work to provide marketing strategy and planning for customers during this COVID-19 crisis, I see many B2B businesses choosing to cut their marketing spend as part of their cost savings measures. I certainly understand their motives, but I strongly suggest that those businesses continue their marketing, and perhaps even increase their marketing spend and cut elsewhere. Why do I recommend this […]
There are many ways that marketing and sales go about measuring their efforts for their own purpose. You have marketing waterfall reports. You have sales forecast reports. You have sales activity reports. You have marketing media metrics. But what about the kind of report that sales and marketing should share together and talk about the most? Which reporting creates the right marketing-sales conversation about leads?
Two reports that ask/answer the right questions for a conversation
While some […]