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 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.
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 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.
Found this super helpful, not just for marketing but also for channel-level reporting