Could you provide a little more details/example around the Influence bucket? And what type of mktg touch is included (assuming multi-touch here with a certain lookback window). It's an interesting grouping but I imagine most deals would have a mktg touch.
Great share + love that the message is to push more visibility with leadership. The biggest recommendation I have here is to set the expectation early that this is for visibility and not to make knee-jerk reactions to weekly fluctuations. B2B growth is NOT linear. Seasonality is real. AEs focus on closing deals at end of quarter vs. creating new pipeline. Lots of variables at play.
Excellent communication tool + way to build trust, but not a course-correcting mechanism at the weekly level.
Great insights - thank you. Aligning Marketing performance with the C-Suite is such an important part of the CMOs role - it provides context and facts, rather than just what people 'think'. When I was a CMO, we started a new larger sports sponsorship that a few people didn't agree with but there were many reasons why it made sense and one was the door opening opportunities with prospects. We tracked this and demonstrated how just this part of the sponsorship was successful - new business followed which may have happened but much longer down the line and probably at a greater cost too.
I wonder how long it'll be before we can set up AI to do queries for us to trawl all our social media, connect our analytics to our bank accounts and spit out an action plan. (If anyone knows of this tool already - please message me!!!!!)
Could you provide a little more details/example around the Influence bucket? And what type of mktg touch is included (assuming multi-touch here with a certain lookback window). It's an interesting grouping but I imagine most deals would have a mktg touch.
Great share + love that the message is to push more visibility with leadership. The biggest recommendation I have here is to set the expectation early that this is for visibility and not to make knee-jerk reactions to weekly fluctuations. B2B growth is NOT linear. Seasonality is real. AEs focus on closing deals at end of quarter vs. creating new pipeline. Lots of variables at play.
Excellent communication tool + way to build trust, but not a course-correcting mechanism at the weekly level.
This is amazing and I’m so grateful that you shared this with us! Lovely resource.
Found this super helpful, not just for marketing but also for channel-level reporting
Great insights - thank you. Aligning Marketing performance with the C-Suite is such an important part of the CMOs role - it provides context and facts, rather than just what people 'think'. When I was a CMO, we started a new larger sports sponsorship that a few people didn't agree with but there were many reasons why it made sense and one was the door opening opportunities with prospects. We tracked this and demonstrated how just this part of the sponsorship was successful - new business followed which may have happened but much longer down the line and probably at a greater cost too.
What a brilliant dashboard. I will refine our marketing dashboard for the culinary school! 🙌
This is so useful.
Saved for later
Fantastic read and resource. Downloaded and starting to think about how we can use this within our team here, thanks for sharing.
This is great and fascinating.
I wonder how long it'll be before we can set up AI to do queries for us to trawl all our social media, connect our analytics to our bank accounts and spit out an action plan. (If anyone knows of this tool already - please message me!!!!!)