Transforming Marketing from a Cost Center to a Revenue ......Transforming Marketing from a Cost Center to a Revenue Center: The CMO as Change Agent. Debbie Qaqish Chief Strategy Officer,

© Copyright 2015 The Pedowitz Group. All Rights Reserved

Transforming Marketing from a Cost Center to a Revenue Center: The CMO as Change Agent. Debbie Qaqish Chief Strategy Officer, The Pedowitz Group Author, “Rise of The Revenue Marketer”

2 The Pedowitz Group – 2015 Confidential

Debbie Qaqish Principal & Chief Strategy Officer, The Pedowitz Group

Industry Expertise Debbie has been in the marketing

automation industry since 2004 and has worked with hundreds of companies to set vision and strategy that guides the successful execution of Revenue Marketing. Pioneer, Thought Leader & Public Speaker

Debbie is a pioneer, thought leader and public speaker on all areas of Revenue Marketing. She coined the term Revenue Marketing in 2010 and created the Revenue Marketing Journey in 2011.

Publications and Awards •  Debbie is the author of the award winning

Rise of The Revenue Marketer: An Executive Playbook.

•  She has published over 100 articles & white papers. She was named one of the Most Influential People in Sales Lead Management for the last three years, as well as one of the Top 20 Women to Watch.

•  In 2014, the editorial staff at FierceCMO Magazine named Debbie one of the Top 10 Women CMOs to Watch. In 2014, Top Sales World named her to the Top 50 Sales Professionals to Watch.

Education •  Debbie is a PhD student and her

dissertation topic is How B2B CMOs Adopt Financial Accountability.

•  Debbie also teaches at the College of William and Mary for the Mason School of Business.


What Do You Do?


Agenda

The CMO Imperative 2016: The Year for Marketing Transformation

§  Role of Technology in Transformation §  Role of Customer in Transformation §  Tools for Change §  Conclusions

5 The Pedowitz Group – 2015 Confidential The Pedowitz Group – 2015 Confidential

Poll 1.  Do you report financial metrics such as % or $ contribution to

pipeline and revenue? A. We report financial contribution B. We report pipeline contribution C. We report both D. We report neither


The CMO Imperative

•  40% report financial measures

•  Over 70% report feeling increased pressure for financial measures

The CMO Survey, 2015 cmosurvey.org

7 The Pedowitz Group – 2015 Confidential 7 The Pedowitz Group – 2015 Confidential

2016 is the Year for Transformation

Transformation

“A thorough or dramatic change in form, substance or appearance.”

Revenue Marketing™ “Transforming marketing from a cost center to a revenue center.”

Rise of The Revenue Marketer, 2013


It’s a Journey

The Revenue Marketing Journey™

§  Integrated MAP with CRM

§  Customer Centric – Data - Digital Body Language

§  Multi-channel Nurture/Trigger Campaigns – Ongoing, 24x7

§  A Sales & Marketing Revenue relationship

§  20%

Metrics

§  % & $ Contribution to Pipeline & Closed/Won

Demand Generation

§  Data & Systems are Optimized

§  Customer Centric across the Enterprise

§  Operations/structures are Optimized

§  RPS – Repeatable, Predictable, Scalable

§  Synergy with Sales

§  5%

Metrics

§  ROI

§  Forecasting

Revenue Marketing

§  Marketing Focused on Brand Building and Impressions

§  The 4 Ps

§  Marketing is Not a Line of Business

§  Marketing & Sales Managed in Silos

§  25%

Metrics

§  Measured on costs

§  Measured on activities

Traditional Marketing

§  Implemented Email platform

§  Product Focused

§  Tactical, one off emails, Batch and Blast

§  Little to Negative Alignment between Sales and Marketing

§  50%

Metrics

§  # of “leads” sent to Sales

§  Cost per lead

Lead Generation


Drivers of Change: Technology & Customer


What is Driving the Change? Technology •  Gartner reports that by 2017 the CMO will

spend more on technology than the CTO

Customer Experience •  Forrester calls it “The Age of the Customer”


Poll: How many pieces of technology does your marketing organization use?

A. 1-5 B. 6-10 C. 11-15 D. More


Marketing Technology Landscape, Jan 2015 (900-1800 in one year)


Worldwide Marketing Software Forecast 2014-2018 (10% of budget)


Poll

What kind of company do you work in? A. I work in a product-centric company? B. I work in a customer-obsessed company?


The Next Competitive Battleground

An optimized customer experience is fast becoming table stakes to compete in today’s marketplace …

“The customer experience is the next competitive battleground. It’s where business is going to be won or lost.”- Jerry Gregoire, Former CIO of Dell




Customer Engagement Metrics

The CMO Council, 2016 •  59% measure clicks, •  views and open •  62% measure acquisition rate

improvements •  69% measure retention rate

improvements •  49% measure revenue per transaction

increases •  53% measure customer lifetime value, •  53% measure upsell and cross-sell

engagements (53 percent).


Tools for Change


Tools for Change 1. Show Up as a Change Agent

Leadership Stump Speech Positioning Paper

2. Create a Brand Modern Marketing & Modern Marketing University

3. Create a Why-How-What Charter Modern Marketing is the global and pervasive redefinition of marketing driven by the rapid proliferation of cloud technologies, new data applications and changing customer behavior. This marketing revolution is uniquely characterized by the digital customer experience and the transformation of marketing from a cost center to a revenue center.

4. Develop Advocates Peer to Peer

5. Develop a Communication Plan See Framework – Messaging based on Personas


Communications Framework

Communica)onsFramework Topic/MessageType Channel Update Email Milestone Marketo BestPrac5ce Sharepoint/MMU Marke5ngEngagement LinkedIn SalesEnablement Events/mee5ngs,Live/Virtual Successstories Survey Intent Ac)onRequired Inspire No Inform–hereistheupdate Yes,communicateback

Educate-hereareournewterms Yes,Communicateforward

Influence–don’tyouwanttodothis? Yes,Changebehavior

Collaborate–helpusdothis? Yes,"Adoptprocess"

Cadence Measurement Adhoc LevelofEngagement One-Off Opens,Click-Throughs Weekly Downloads Monthly Posts Quarterly Forwards %ofPop.Engaged Relatedsocialac5vity TargetAudience Resources All Champions/Advocates Non-Marke5ngExecs Blogs FieldMarke5ng LIGroup Marke5ngExecs WRMR Sales Sharepoint/MMUFlow Levelofvalue Outbound High 2-way Medium Feedback Low Network Milestone LevelofEffort Number? High Medium Low


Why is This So Hard???


RM6™

The Framework for Organizational Transformation

Strategy

Technology

Results People

Customer Process


Technology Technology Awareness Revenue Marketing Architecture Planning and Selection Vendor Management Technology Adoption

People Stakeholder Alignment Resource Planning Sales and Marketing Alignment Talent Acquisition Talent Management

Process Demand Management Program Management Campaign Management Best Practice Management Data Management

Customer Customer Knowledge Management Buyer Journey Management Persona Management Content Operations Customer Engagement

Results RM6 Capability Outcomes Financial Outcomes Operational Outcomes Tactical Outcomes Measurement, Analytics and Reporting

Strategy Business Alignment Organizational Readiness Operational Readiness Leadership Effectiveness Sales and Marketing Alignment

RM6 Controls and Capabilities


RM6: Sample Detail


Conclusion


It’s Not Easy…

1.  This is a multiple-year Journey 2.  Marketing is the hardest job in the company 3.  Adopt and land capabilities in a holistic framework 4.  Be an agent of change 5.  Maximize marketing operations 6.  Sign up for a quota 7.  It’s a great time to be a Revenue Marketer

greatRewards

With

comesHard Work

“

“


Q & A

BMA Milwaukee, 2016

Documents

Transforming Marketing from a Cost Center to a Revenue ......Transforming Marketing from a Cost Center to a Revenue Center: The CMO as Change Agent. Debbie Qaqish Chief Strategy Officer,