Thanks to Casey Cheshire and Jamie Taylor for having me as a guest on Casey’s podcast, the Hard Corps Marketing Show.
I met Casey a couple years back as Bedrock Data expanded into the Pardot ecosystem for integrations, and we bonded at last year’s OpenView Go-to-Market Forum; we moderated different panel discussions and were among a small group going back and forth on social media at the event. And then I discovered Casey and I also have a shared affection for podcasts, with Casey starting his own recently.
Why “Hard Corps”? Not only is Casey a badass demand generation marketer, he is a United States Marine Corps veteran - hence the name of the show.
It was an organic discussion and these were some of the things I covered:
Avoid the word “credit” as it’s not about crediting one specific action, and that will set the wrong tone with sales. Educate that marketing is a multi-touch game and therefore measure multiple influencing factors in customer acquisition and revenue generation.
Approach to Closed loop reporting:
It’s not necessarily about ROI (e.g. saying XYZ investment will generate XYZ return), but rather to rank your marketing programs & activities by revenue influence. This will help you to identify which types of activities you want to invest more in, which are promising but need to be improved/fixed, and which you should likely divest from / drop.
Run Marketing like a Business:
Frame decisions this way when analyzing results, with sales, finance and executive teams. For both internal resources and program $, ask where should we be investing more, where should we be investing less and how do we get better results. Always strive to make the best possible business decision, and communicate why those are the best decisions.
It’s okay to say “We need to improve X”:
As a marketing leader, don’t shy away from pointing to things that need to improve. This can help build confidence from others around you, that you have the awareness to know when things are working, and not working. The first step to improving something is acknowledging “there is a problem”, right?
How to align with sales on funnel numbers:
I talked about when presenting marketing outcome metrics like MQLs, Opportunities created or Pipeline side by side with Sales bookings numbers - to both give perspective on what was created that’s impacting the current sales booking period (e.g. with sales cycle built in) and the current period. This can help give perspective on why, say for example, a growth in marketing performance is not immediately showing up in sales numbers. It’s a win for both sales & marketing to present this clearly.
All in all, be transparent, accountable, & thoughtful:
To earn the respect of colleagues across departments.
Casey is always pointing out I can be found at many B2B marketing events, so he asked what I have in store the rest of the year. I told him I’ll be speaking at both MarTech West in April and the Data Summit in Boston in May, and I’m sure I can be found at both Hypergrowth and Inbound in the fall.
We also got into some of my earlier career stories including the genesis of the Moneyball moniker based on my work with the NBA, plus what it was like growing the first marketing technology software within Omnicom Group while traveling around the world.
Give it a listen!