Why the status quo isn't good enough: Aligning & measuring marketing around business impact
-
Upload
heinz-marketing-inc -
Category
Business
-
view
41 -
download
2
Transcript of Why the status quo isn't good enough: Aligning & measuring marketing around business impact
![Page 1: Why the status quo isn't good enough: Aligning & measuring marketing around business impact](https://reader031.fdocuments.us/reader031/viewer/2022030205/58aadff91a28ab27178b6021/html5/thumbnails/1.jpg)
![Page 2: Why the status quo isn't good enough: Aligning & measuring marketing around business impact](https://reader031.fdocuments.us/reader031/viewer/2022030205/58aadff91a28ab27178b6021/html5/thumbnails/2.jpg)
Housekeeping• Feel free to madly scribble notes, but you can also have a copy of this deck• You can also have (for free!) copies of:
• Full Funnel Marketing (my new book)• Our buyer journey mapping template• My award-winning* bacon recipe
• Just send email to [email protected] (or bring me a business card) noting what you want
![Page 3: Why the status quo isn't good enough: Aligning & measuring marketing around business impact](https://reader031.fdocuments.us/reader031/viewer/2022030205/58aadff91a28ab27178b6021/html5/thumbnails/3.jpg)
I am serious about the bacon
![Page 4: Why the status quo isn't good enough: Aligning & measuring marketing around business impact](https://reader031.fdocuments.us/reader031/viewer/2022030205/58aadff91a28ab27178b6021/html5/thumbnails/4.jpg)
Profit Center Marketing
![Page 5: Why the status quo isn't good enough: Aligning & measuring marketing around business impact](https://reader031.fdocuments.us/reader031/viewer/2022030205/58aadff91a28ab27178b6021/html5/thumbnails/5.jpg)
Or keep doing the alternative:
![Page 6: Why the status quo isn't good enough: Aligning & measuring marketing around business impact](https://reader031.fdocuments.us/reader031/viewer/2022030205/58aadff91a28ab27178b6021/html5/thumbnails/6.jpg)
What they think of you
![Page 7: Why the status quo isn't good enough: Aligning & measuring marketing around business impact](https://reader031.fdocuments.us/reader031/viewer/2022030205/58aadff91a28ab27178b6021/html5/thumbnails/7.jpg)
![Page 8: Why the status quo isn't good enough: Aligning & measuring marketing around business impact](https://reader031.fdocuments.us/reader031/viewer/2022030205/58aadff91a28ab27178b6021/html5/thumbnails/8.jpg)
What about control?
![Page 9: Why the status quo isn't good enough: Aligning & measuring marketing around business impact](https://reader031.fdocuments.us/reader031/viewer/2022030205/58aadff91a28ab27178b6021/html5/thumbnails/9.jpg)
Sales & marketing = the same objective
![Page 10: Why the status quo isn't good enough: Aligning & measuring marketing around business impact](https://reader031.fdocuments.us/reader031/viewer/2022030205/58aadff91a28ab27178b6021/html5/thumbnails/10.jpg)
![Page 11: Why the status quo isn't good enough: Aligning & measuring marketing around business impact](https://reader031.fdocuments.us/reader031/viewer/2022030205/58aadff91a28ab27178b6021/html5/thumbnails/11.jpg)
![Page 12: Why the status quo isn't good enough: Aligning & measuring marketing around business impact](https://reader031.fdocuments.us/reader031/viewer/2022030205/58aadff91a28ab27178b6021/html5/thumbnails/12.jpg)
>
![Page 13: Why the status quo isn't good enough: Aligning & measuring marketing around business impact](https://reader031.fdocuments.us/reader031/viewer/2022030205/58aadff91a28ab27178b6021/html5/thumbnails/13.jpg)
>
![Page 14: Why the status quo isn't good enough: Aligning & measuring marketing around business impact](https://reader031.fdocuments.us/reader031/viewer/2022030205/58aadff91a28ab27178b6021/html5/thumbnails/14.jpg)
A widening gap between investment & ROI
According to CEB:
•45% of B2B marketing budgets go to content•84% of marketers expect to increase content spend•Only 45% of marketers think content marketing is working•66% of marketers can’t connect content metrics & business metrics
![Page 15: Why the status quo isn't good enough: Aligning & measuring marketing around business impact](https://reader031.fdocuments.us/reader031/viewer/2022030205/58aadff91a28ab27178b6021/html5/thumbnails/15.jpg)
•Over 76% of respondents believed it was very important for content marketing to be engaging.•Nearly 60% believed it was very important for content marketing to drive action.•Nearly 50% believed it was very important for content marketing to be customized.
Key content marketing elements
Total% 6,7(209)
< $1MAnnual Revenue
(48)
$1M – $10M
AnnualRevenue
(56)
$11M - $50M
Annual Revenue
(31)
$51M +(34)
Content is engaging
76.5%
79.2% 75.0% 77.4% 70.6%
Content drives action
59.8 54.2 59.0 51.7 61.8
Content is customized
48.3 43.8 46.4 54.8 55.9
Reported importance of content marketing elements
![Page 16: Why the status quo isn't good enough: Aligning & measuring marketing around business impact](https://reader031.fdocuments.us/reader031/viewer/2022030205/58aadff91a28ab27178b6021/html5/thumbnails/16.jpg)
Five keys to profit center marketing
• Do the math (quantify what success looks like)
• Create a clear customer profile
• Map the sales and buying process
• Embrace revenue responsibility
• How will you measure it?
![Page 17: Why the status quo isn't good enough: Aligning & measuring marketing around business impact](https://reader031.fdocuments.us/reader031/viewer/2022030205/58aadff91a28ab27178b6021/html5/thumbnails/17.jpg)
Calculating what you need
![Page 18: Why the status quo isn't good enough: Aligning & measuring marketing around business impact](https://reader031.fdocuments.us/reader031/viewer/2022030205/58aadff91a28ab27178b6021/html5/thumbnails/18.jpg)
Enumerating needs by role
![Page 19: Why the status quo isn't good enough: Aligning & measuring marketing around business impact](https://reader031.fdocuments.us/reader031/viewer/2022030205/58aadff91a28ab27178b6021/html5/thumbnails/19.jpg)
One slide to rule them all
![Page 20: Why the status quo isn't good enough: Aligning & measuring marketing around business impact](https://reader031.fdocuments.us/reader031/viewer/2022030205/58aadff91a28ab27178b6021/html5/thumbnails/20.jpg)
Only two sales stages matter
![Page 21: Why the status quo isn't good enough: Aligning & measuring marketing around business impact](https://reader031.fdocuments.us/reader031/viewer/2022030205/58aadff91a28ab27178b6021/html5/thumbnails/21.jpg)
Only two sales stages matter
![Page 22: Why the status quo isn't good enough: Aligning & measuring marketing around business impact](https://reader031.fdocuments.us/reader031/viewer/2022030205/58aadff91a28ab27178b6021/html5/thumbnails/22.jpg)
The buyer’s journey
![Page 23: Why the status quo isn't good enough: Aligning & measuring marketing around business impact](https://reader031.fdocuments.us/reader031/viewer/2022030205/58aadff91a28ab27178b6021/html5/thumbnails/23.jpg)
Leads & Opportunities
![Page 24: Why the status quo isn't good enough: Aligning & measuring marketing around business impact](https://reader031.fdocuments.us/reader031/viewer/2022030205/58aadff91a28ab27178b6021/html5/thumbnails/24.jpg)
A direct line to revenue growth
![Page 25: Why the status quo isn't good enough: Aligning & measuring marketing around business impact](https://reader031.fdocuments.us/reader031/viewer/2022030205/58aadff91a28ab27178b6021/html5/thumbnails/25.jpg)
Keys to Profit Center Marketing
1. Objectives & Alignment2. Reporting3. Culture4. OODA Loops5. Transparency & Empathy6. Accountability
![Page 26: Why the status quo isn't good enough: Aligning & measuring marketing around business impact](https://reader031.fdocuments.us/reader031/viewer/2022030205/58aadff91a28ab27178b6021/html5/thumbnails/26.jpg)
For discussion:• Where are the weak points in your Profit Center
Marketing execution?• Do you have a revenue-accountable culture in your
marketing organization?• Do your peers see it the same way as you?• Pros/cons of your relationship with:
• CFO• CEO• Board• Head of Sales
![Page 27: Why the status quo isn't good enough: Aligning & measuring marketing around business impact](https://reader031.fdocuments.us/reader031/viewer/2022030205/58aadff91a28ab27178b6021/html5/thumbnails/27.jpg)
Final Thoughts• Even if you madly scribbled notes, you can also
have a copy of this deck• You can also have (for free!) copies of:
• Full Funnel Marketing (my new book)• Our buyer journey mapping template• My award-winning* bacon recipe
• Just send email to [email protected] (or bring me a business card) noting what you want
![Page 28: Why the status quo isn't good enough: Aligning & measuring marketing around business impact](https://reader031.fdocuments.us/reader031/viewer/2022030205/58aadff91a28ab27178b6021/html5/thumbnails/28.jpg)
Thank You!Matt HeinzPresident, Heinz Marketing@[email protected]