Get pro tips on scaling an enterprise sales organization from lifetime sales leaders from Oracle and Veracode. Get exclusive insights here.
In her early and mid 20s, Ada achieved “hockey stick” growth within her own
career, eventually leading growth and marketing as the SVP of Marketing at
SurveyMonkey after starting out just 8 years earlier as a new college grad
in an entry level sales job at Microsoft.
In this post, Ada shares a few frameworks that anyone can use to trigger a
high growth inflection point in their career.
The Chief Revenue Officer newsletter is published by Tim Peters. Article submissions can be sent to email@example.com.
According to virality expert Jonah Berger, a marketing professor at Stanford University, the key to viral content is emotional arousal, particularly that evokes high-arousal emotions, like joy or fear. However, a new research by Jacopo Staiano of Sorbonne University and Marco Guerini of Trento Rise
How do the top SaaS companies on the planet win enterprise deals? We analyzed 1,000 emails and voicemails to find out. Learn more here.
Prediction 1: By 2021, Privacy Will Have Been Redefined from “the Selective Sharing of Data” to “the Value of Data” and Digital Marketplaces Will Have Emerged That Enable Consumers to Provide Data in Return for VIP Services, with up to 10% of Consumers in Developed Countries Participating
Prediction 2: By 2021, at Least 15% of Businesses’ Standard Customer Experience Decisions Will Be Handled by Algorithms as Companies Shift from Person-to-Person (P2P) to Machine-to-Person (M2P) Engagement and Transactions
Prediction 3: By 2020, 20% of Marketers Will Share Customer Experience Budgets, Processes, Metrics, and Compensation with All Other Customer-Facing Functions in the Enterprise Including Sales, Finance, Fulfillment, Customer Service, and Contact Center
Prediction 4: By 2019, 80% of B2B Marketers Will Have at Least One Account-Based Marketing Campaign in the Field
Prediction 5: By 2019, Available Inventory in Marketing Databases Will Shrink by 40%
Prediction 6: By 2021, 70% of Digital Advertising and Marketing Will Be Augmented or Automated Using Artificial Intelligence and Machine Learning
Prediction 7: By the End of 2021, 75% of Large B2B Events Will Personalize Participant Experiences Using Human-to-Machine Technologies; Augmented Reality, Sensors, and the Use of Biometric Data Will Propel Events into Brand Differentiating Powerhouses
Prediction 8: By 2021, 25% of B2B Companies Will Reshape Their Marketing Organizations into Nonhierarchical Structures, Aided by Collaborative Technologies; New Forms, Such as Circles, Squads, and Tribes, Will Help Companies Break out of Silos and Provide Better Customer Experiences
Prediction 9: By 2020, 60% of B2B CMOs Will Be Held Accountable for at Least One Customer-Oriented Metric as Companies Accept Customer Centricity as Core to the Marketing Mission; Metrics for Loyalty, Advocacy, and Quality Take Their Place Alongside Revenue-Related Metrics
Prediction 10: By 2020, 50% of B2B Companies Will See a Reduction in Sales, General, and Administrative (SG&A) Costs of up to 15% as More Cost-Effective Automated and Algorithmic Marketing Eclipses the High Cost of Selling
Learn how bots (AI) are creating content for major media outlets and evolving into content marketing too – Content Marketing Institute
In a survey of Fortune 500 marketing professionals carried out by LiveWorld, 52% of respondents thought that advances in technology would allow them to engage in meaningful two-way conversations with their customers. Social media, messaging apps and, in particular, chatbots are seen as effective tools to usher in ‘conversational marketing’.
Conversational marketing is the shift away from brands trying to dictate to customers how to think and feel about products and services. Instead, through the use of chatbots, auto-responders and tech that integrates live agents, brands can actually converse with their customers in real-time, leading to personalised experiences and lots of lovely data on consumer intentions and behaviours.
What are the big spending trends within CMO’s “analytics” bucket?
Two areas stand out in our conversations with marketers:
Customer data platforms
Any talk of using AI and Analytics in the marketing mix or with digital marketing?
Most definitely. The three most popular areas: marketing-facing analytics, untargeted conversational agents and real-time personalization.
What are 3 to 5 key metrics that you recommend CMOs track?
• ROI of total marketing spend
• Market share versus competition
• Brand health
• Lifetime value to cost-of-customer acquisition cost ratio
We have also worked with marketers and agency leaders to identify where the knowledge and capabilities gaps exist.
1. Do you know all the key technology providers in your marketing and advertising tech stack and the basis on which they are engaged? Do you understand the cost drivers?
2. Have you assessed the technology skills gaps in your organisations and do you have visibility over what skills you are likely to need this time next year that you currently do not possess?
3. Do you know which agencies are responsible for you adtech solutions?
4. Do you know who owns the data if your data is held in a third parties systems?
5. How confident are you that when someone arrives on your website you know who they are?
6. What other non-marketing systems collect personally identifiable information about your customers and are you able to marry these up to data in your marketing tech stack?
7. Do you run programmatic advertising campaigns and who manages the programmatic buying desk, your employees or your agencies?
8. How integrated are your teams when they plan campaigns? For instance does your social desk talk to your search desk, and do they know what display campaigns are running in the market at any given time?
9. Does your direct marketing team have visibility of search, social and display campaigns?
10. Thinking of search, social, display and video do you know how your agency is structured and whether they have an integrated or disjointed approach to managing your campaigns?
11. Is responsibility for search, social and display split across agencies?
12. How sophisticated is your attribution modeling? Are you still relying on first last clicks and are you able attribute across multiple formats and channels? And perhaps more importantly, how quickly can you respond to the insights derived from your models?
If you can answer yes to most of these questions positively you are doing better than many of your peers.
If an organization is large enough, to the point where it has distinct marketing, inside sales and external sales teams, then it may make sense to have inside sales live within the marketing department. This is great for a sales team that needs to qualify leads and prioritize those that are more likely to engage. But it’s also a big step forward for B2B marketers.
Making inside sales part of marketing could provide marketers better ability to measure their work, opening the door to accountable revenue metrics. You can’t do revenue marketing if you don’t have resources following up on the demand that is being created by marketing. There will always be a natural, unintentional lack of accountability if marketing has no control over sorting through the demand or resulting disposition of the leads to measure its effectiveness.
As a tech company CEO, caught in the throes of crisis du jour, it’s often hard to devote any time to a thoughtful, sequential build-out of the revenue engine. You just need more sales now: nothing…
This article is a guest post by Linda West and Hari Raghavan of Act-On Software. It was entered into The Hackies essay contest for the upcoming MarTech conference. Like it? You can register your vote in the contest by sharing it on social media, especially LinkedIn, Facebook, and Twitter. It can be awful easy to …
Assembling a successful account-based marketing (ABM) team is an important process. Make sure you know who you need and how to find them.
How to get started with sales operations—a practical guide for founders from beginning to hiring their first dedicated sales ops manager.
Video isn’t just for generating brand awareness. Click here to learn how you can utilise video marketing through the sales funnel.
What part of your company’s marketing game are you ready to turn upside down?
Even the best SaaS in the world can’t sell itself, here we describe the ins and outs of building a SaaS marketing team that will propel your SaaS from obscurity to Johnny on the spot.
Like any type of marketing, SaaS marketing is about knowing your customers. If you don’t know your audience, you should choose another career.
Use these 7 vital marketing trends to grow your brand’s presence and dominate the extremely competitive SaaS industry in 2018 and beyond.
As a sales leader, it’s your job to give your team the tools they need to be successful. Explore 12 sales training techniques that build great sales teams.
As marketers try to always improve their Key Performance Indicators (KPIs) they are grossly overlooking what is fact and what is blind luck.
Sourced through Scoop.it from: http://www.slideshare.net
A few weeks ago, I met a CMO named Yvette in the office kitchen at OpenView Venture Partners. She was chewing on a bagel during a lunch break from the VC firm’s all-day speaker event, and she was…
More enterprise companies are embracing a product-led approach to customer acquisition. Here’s why it’s time to consider this strategy for your own startup.
Technology is making it possible to precisely target you most promising audience and know what content they will enjoy.
Tomasz Tunguz is a venture capitalist at Redpoint and writes about startups, fund raising, SaaS companies, and best practices for founders.
Tomasz Tunguz is a venture capitalist at Redpoint and writes about startups, fund raising, SaaS companies, and best practices for founders.
Only 0.14 percent of the 60,000 software companies that received funding in the past decade have become unicorns (companies worth $1 billion or more).¹ Thirty percent of these lost their entire…
I started my career out as a “product guy.” But about 4 years ago I
realized that product was a small piece of the startup puzzle. I became
fascinated with how products were growing. Thus, my journey on learning
growth and customer acquisition began. Here is the step by step guide I
wish I had…
Have you ever wondered why people are bouncing from your nearly-frictionless onboarding flow? Why the same change can result in a lift on one page and cause drop-off on another? Or why people who…
Hubspot’s Scott Tousley shares the internal career progression framework
he’s used to build competitive skills and a career path on their growth
When I joined HubSpot’s growth team in 2014, led by Brian Balfour, I felt
wildly unqualified. I had one skill. I (sort of) understood content
marketing. That was it.
By carefully choreographing the enterprise sales process, sales leaders position their team and their company for success.
B2B companies often achieve subpar results from digital-sales initiatives–and tech companies are not immune to this problem. How can they reverse the trend?
So David Cummings beat me to the punch on a piece I’d being meaning to write for a long time on the Rise of Private Equity in SaaS. You can read his piece here on 2 recent Private Equity deals in SaaS in Atlanta, partial/full buyouts of two SaaS companies for $55m and $160m, respectively….
Although Cloudflare claims that over 10% of all HTTP traffic passes through
its servers, it’s a company that relatively few people have heard about and
even fewer truly understand.
This week, we’ll look at how Cloudflare has grown from a self-serve,
low-cost developer product into a pre-IPO business that’s become an
integral part of the…
Are you ready to market your SaaS product to enterprises? Do you know what makes or breaks a million dollar deal? There’s a huge segment of SaaS companies that target only SMBs, and an increasingly well-funded bunch that go after the enterprise market from the outset. Some, like Dropbox, Asana, and HubSpot, have gradually scaled…
Monte Carlo Simulations Of Inside And Outside Sales Teams In A SaaS Startup
Want to drive better inside sales results? Explore six powerful insights that will help you (and your sales team) sell more effectively.
ABM Terminal: In your ABM strategy, learn how to go beyond email with Account-Based Marketing for B2B demand gen campaigns.
22 Must-Have Sales Operations Metrics
Simple answer: almost no SaaS companies pay sales reps on renewals. Longer reason: they don’t — because you want to specialize. We’ve all learned this over the past years in SaaS: You want qualifiers qualifying — BDRs. You want openers opening — SDRs. You want closers closing — AEs. You want retainers retaining
Giving powerful SaaS Demos that increase your chance of closing the deal require a lot of savvy and sophistication, but when sales people use this word in the demo, they don’t have a chance. Don’t make this common mistake when demoing your SaaS product.
Trying to meet a large sales quota can be pressure-filled and daunting. Read how one solution seller found a unique approach and took control of his quota.
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Sam Melnick | Oct 24, 2017 93 views No Comments The air is crisp, pumpkins are showing up on your neighbor’s front porch, and its fall conference season. This year, MarTech Boston 2017 brought well over a thousand attendees to my hometown.
You are the senior HR leader. You paid a million more in commissions last year than the year before, yet your revenue was flat. How is that possible?
Columnist John Steinert discusses the new SiriusDecisions Demand Waterfall, which helps align sales and marketing on what B2B demand really is and how to find it through the concept of the “Demand Unit.”
As a founder/CEO, building your first management team is something that you often lose sleep over. And for good reason. Which role should you hire for first? Do you go with an outside individual or someone in your network? How can you recognize that a VP is great, not just good? Is it better to…
Investor: “How did Q1 go?” “Where are you now?”
SaaS Entrepreneur: “We booked/billed/collected…”
Investor: “Was it TCV or ACV?”
SaaS Entrepreneur: “We grew 100%”
Investor: “Was it MoM? YoY? QoQ? ARR…