Scott McNabb: Marketing Must Get Closer to Top Line Revenue

Hard Way MBA

Scott McNabb Vice President, Sales, Enterprise South Oracle Marketing Cloud Newest and fastest growing SaaS Executive confidence in marketing? * 77% of Marketers use awareness as their measure of effectiveness, * Marketers mistake Engagement for Conversion * Engagement metrics: open rates, page visits, tweets, impressions, Likes * Revenue targets... How do marketers position themselves as close to revenue as possible? * The further away you get from Revenue the larger the target on your back becomes. * Conversion metrics and being able to track from engagement through funnel entry and then through lead to opportunity conversion noting engagement all along the way. * Attribution vs. influence becomes a “Possible” discussion. * marketers are drowning in a sea of activity. Combining data sets & creating models to reach the bigger audience that act like best customers? * The world has changed from list builds and 1 st party CRM data, to now the need to combine first party with 2nd and 3rd party… How does Marketing get and maintain a seat at the boardroom table? * Marketers tend to use marketing speak. * Don't tend to build ICP (Ideal client persona) * We can now look at the IPC and compare that to a money conversion event, as opposed to brand centric. How to deal with a CEO who is a clueless when it comes to digital... * 73% of CEOs say their CMOs lack business credibility. * CFO has tools like ERP, Account system. It's about $ * Chief Rev. officer has close rates and deal value * CMOs haven't had $ metrics. * Put markers in place that describe successful marketing. Must be able to clearly articulate "What's the value of marketing to this company?" How to broker a conversation internally (with different lines of business) about how to build a better model for customer-centricity.... * CMOs have to start working backwards from customer centricity. * Educate about how customers see the world and how we, as a business, can align with the customer. * CMOs have to get better at describing marketing contribution to revenue * Technique, tactics are really 4th in the line of discussion. * "Arts and crafts' marketers, brand marketers, need to arm themselves with the science. Defining Terms Adtech * Traditional display ads that now know more about you. The Unique visitors. * Previously the world of agencies. Martech * Outbound against a named visitor. * email marketing, etc.