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The CMO’s New Revenue Metrics

Topics

This event took place on June 16, 2011

Highlights

Listen in to this roundtable teleconference where Focus Experts discussed the CMO’s New Metrics and in particular, how marketing is making a revenue contribution to the organization.

Topics included:

What are the key business drivers to have marketing now be responsible for revenue?
What does that responsibility look like?
What are the key metrics and what is this transition to “metrics that matter” really like?
What tools are you using to get these metrics and drive a business result?
What is the role of people and process in this transition?
What are the lessons learned as you are making this transition?
What is the future of revenue metrics for the B2B marketer?

Speakers

Vice President, Marketin...

Getty Images

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President and Founder

Lenskold Group

details

Vice President, Marketin...

Ariba

details

Chief Revenue Officer

The Pedowitz Group

details

Participants

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@CodyYoung_austx tweeted

Good stuff, see: The CMO’s New Revenue Metrics on 6/16 at 8:30 AM PT. http://t.co/GnLvbJa #FocusRT616

July 6, 2011

@jbreitfelder tweeted

Like? RT @dave_schneider #FocusRT616 -- Interesting thought - provide sales incentive for inputting of data/information into #salesforce...

@fernandahill tweeted

RT @dave_schneider #FocusRT616 @JimLenskold Key Mktg Revenue Metrics 1) sales conversion; 2) profit/revenue pger sale; 3) cost per sale to drive contribution

Elizabeth Fairleigh added a comment

Fascinatng conversation betw 3 B2B marketing & sales thought leaders @debbieQaqish @JimLenslod and Rachel Spasser @ariba. Effective #marketing is a 50 / 50 split Art / Science. #FoucusRT616. Art attracts / Science nurtures.

June 17, 2011

Reply to this comment

@dave_schneider tweeted

RT @cherylgmoe Accountability rarely goes backwards. #Marketing gets into meeting revenue objectives. #FocusRT616

@LaurenonFocus tweeted

A big THANKS to @DebbieQaqish @JimLenskold & Rachel Spasser for a really great and informative #FocusRT616!

Mark Wechsler asked a question

What are the revenue metrics that a CMO should focus on?

Please list the specific metrics mentioned on this roundtable.

June 16, 2011

2 Answers · Answer this Question

@LaurenonFocus tweeted

In future: mkt execs are going to be measured by & incented to become more closely aligned w/ the rev objectives for the comp #FocusRT616

Mark Wechsler asked a question

Will someone post highlights of this Roundtable?

I missed the live event and am hoping someone can post a summary and highlights.

June 16, 2011

1 Answer · Answer this Question

@cherylgmoe tweeted

#FocusRT616 great #marketing roundtable. @dave_schneider thanks for the heads up about it.

@funnelholic tweeted

RT @LaurenonFocus Accountability rarely goes backwards @JimLenskold #FocusRT616 <Very true!

@cherylgmoe tweeted

Marketers earn credibility by getting insights and acting on them. #marketing #FocusRT616

@dave_schneider tweeted

#FocusRT616 digital transparency+marketing automation+incentives+right metrics = Great time to be in marketing, eh?!

@cherylgmoe tweeted

Accountability rarely goes backwards. #Marketing gets into meeting revenue objectives. #FocusRT616

@LaurenonFocus tweeted

Accountability rarely goes backwards @JimLenskold #FocusRT616 <Very true!

@LaurenonFocus tweeted

RT @dave_schneider #FocusRT616 @JimLenskold Interesting, emerging trend: Tie Marketing compensation to OPPORTUNITY (quality), not just lead volume (quantity)

@dave_schneider tweeted

#FocusRT616 @JimLenskold Interesting, emerging trend: Tie Marketing compensation to OPPORTUNITY (quality), not just lead volume (quantity)

@dave_schneider tweeted

#FocusRT616 @JimLenskold Key question to move marketing cost -> revenue:"If given 10% more budget, how much more profit could you generate?"

@cherylgmoe tweeted

RT @dave_schneider #FocusRT616 Marketing=part art/science. Everyone run to Science create marketing credibility, but remember buyer behavior is not exact Amen!

@dave_schneider tweeted

#FocusRT616 Marketing=part art/science. Everyone run to Science create marketing credibility, but remember buyer behavior is not exact Amen!

@cherylgmoe tweeted

It's called a Marketing Mix for a reason. Part art + part science. #FocusRT616

@LaurenonFocus tweeted

The role of the CMO is not just to say here's more tech, but really they need 2 be the change agent within the org @DebbieQaqish #FocusRT616

@cherylgmoe tweeted

@JimLenskold 3 metrics that drive ROI: sales conversion; profit per sale; cost per conversion. #FocusRT616 #in

@dave_schneider tweeted

#FocusRT616 @JimLenskold Key Mktg Revenue Metrics 1) sales conversion; 2) profit/revenue pger sale; 3) cost per sale to drive contribution

@cherylgmoe tweeted

RT @dave_schneider #FocusRT616 -- Interesting thought - provide sales incentive for inputting of data/informa… (cont) http://deck.ly/~z1fNO

@dave_schneider tweeted

#FocusRT616 -- Interesting thought - provide sales incentive for inputting of data/information into #salesforce to ensure accurate picture

@LaurenonFocus tweeted

U can do everything perfectly on mkt side, but if ur not aligned w/ sales then can't find out how ur impacting rev @DebbieQaqish #FocusRT616

@cherylgmoe tweeted

Sales and Marketing alignment and collaboration is key to driving-revenue. #FocusRT616

@dave_schneider tweeted

#FocusRT616 -- People, process and technology - age-old issue - all three must work in concert to drive revenue.

@cherylgmoe tweeted

Effective revenue-driven organizations are focused on more than just lead gen #FocusRT616

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