Why the status quo isn't good enough: Aligning & measuring marketing around business impact

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 matt@heinzmarketing.com (or bring me a business card) noting what you want

I am serious about the bacon

Profit Center Marketing

Or keep doing the alternative:

What they think of you

What about control?

Sales & marketing = the same objective

>

>

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

•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

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?

Calculating what you need

Enumerating needs by role

One slide to rule them all

Only two sales stages matter

Only two sales stages matter

The buyer’s journey

Leads & Opportunities

A direct line to revenue growth

Keys to Profit Center Marketing

1. Objectives & Alignment2. Reporting3. Culture4. OODA Loops5. Transparency & Empathy6. Accountability

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

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 matt@heinzmarketing.com (or bring me a business card) noting what you want

Thank You!Matt HeinzPresident, Heinz Marketing@heinzmarketingmatt@heinzmarketing.com