If you are a CMO, aspire to be one, or work with one, this book is for you. Today's CMO has an opportunity to play a more important role and make a real impact on revenue. A dramatically changing business and marketing landscape is creating unprecedented challenges to the traditional role of the CMO. CMOs have additional pressure to demonstrate a return on investment and drive pipeline and revenue growth. What can CMOs do to play a more important role and make a real impact on revenue? The answer lies in leveraging Big Data and Social Selling - from the marketing organization - to impact revenue. CMOs play an especially critical role given their access to crucial market and buyer information.
Marketers can collect petabytes of data about buyers - who they are, what they know, how they behave and how they perceive a brand and its offerings. By collecting the information most valuable to sales, and by getting that information to them in an easily-digestible form, CMOs can bridge the gap between marketing and sales. Bridging the two ultimately leads to greater revenue - something sure to please any CEO. Revenue and the CMO describes how this happened at one company. It gives you an in-depth look into the model and presents a step-by-step blueprint for how you can apply it to your organization and business situation. Stepping up to this role can make the difference between success and failure for you and your company. Revenue and the CMO will show you how to make an impact on revenue - and your career.
It seemed very content marketing pitch meets old sales team. I like the KPIs recommended for following with social selling; (# of new social leads - current marketing leads) and time in funnel... seems difficult to track as a small company and also seems way more difficult to motivate small business sales teams.
If someone offered me a promotion at another job, with more $ and a shorter commute... id take it. that feel good part of the team bs is lovely but come on.