Tracy Eiler

CMO, InsideView

1

The Advocacy ImperativeThe Revenue-Driving Secret Weapon

Tracy Eiler, CMO

San Francisco, July 26, 2016

Mom, girlfriend, daughter, sister, gardener…

#advocacyadv

Storyteller, demand generator, promotor

#advocacyadv

What I believe

• Marketing exists to make sales easier

• Your brand is the promise to the customer

• The glass is half full. Always.

#advocacyadv

The traditional funnel is gone

The buyer is in charge

Sales & marketing are not aligned

We need to catch up to B2C

What Drives the Advocacy Imperative?

Customers are simply easier (if they are happy)

The Traditional Funnel is Gone

The New Funnel

The New Funnel

Customers

The Buyer is in Charge

Source: Forrester, Death of a B2B

Salesman

Marketing is Behind

• Messy, incomplete

customer data

• No direct customer

interaction

• Don’t put customer

data to work

Source: Forrester Make Your B2B Marketing Thrive in the Age of the Customer

We Are Not Aligned→ Conflict

Long-term

Segments

Top of lead funnel

Campaign metrics

Net new accounts

This quarter

Accounts, titles, people

Start of sales cycle

Quota attainment

Grow accounts (customers!)

Catching Up to B2C

Source: Forrester, The Evolved CMO in 2016

Q415 Forrester/Heidrick & Struggles Global Evolved CMO Survey

Customer win rates are 2x of net

new accounts

ADVOCACY(the secret weapon to drive revenue)

Embrace account-based everything

Making Advocacy a Core Strategy

Technology solutions allow scale

Align sales & marketing

Get CX responsibility

Create a customer data strategy

Align Sales & Marketing in Every Process

Source: Forrester, Build an Adaptive, Efficient

Process to Elevate Leads to Revenue

Account-Based “Everything”

Maximizes Revenue

CMOs Expand Responsibilities to CX

Source: Forrester, The Evolved CMO in

2016

Q415 Forrester/Heidrick & Struggles Global Evolved CMO

Survey

CMOs Value Experience in CX

Source: Forrester, The Evolved CMO in 2016

Q415 Forrester/Heidrick & Struggles Global Evolved CMO Survey

You Must Have a Customer Data Strategy

Advocate

technology

platforms

allow you

to scale

Embrace account-based everything

Making Advocacy a Core Strategy

Technology solutions allow scale

Align sales & marketing

Get CX responsibility

Create a customer data strategy

Customer Loyalty Drives Revenue

• Increase cross-sell by 22%

• Drive up-sell revenue from 13-51%

• Increase order size from 2-5X

Source: Constellation Research

Read my book — available October 3rd!