the cmo's greatest enemy -- delivered at sxsw 2017
TRANSCRIPT
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required to drive revenue
don’t understand ROI measurement
are not showing business impact
reason for firing: failure to prove business impact
#194%
90%70%
35% of board members come from sales <1% of board members
are marketers
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Deal Gen Deal Expansion Deal Velocity
Revenue Margin Cash Flow
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TIME TO IMPACT
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THE ECONOMY
JOBS HEALTHCARE
WAR & PEACE
CLIMATE CHANGE
INFRASTRUCTURE
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Marketing’s business impact starts to be visible around the same time the C-suite decides to fire CMO
0 6 10 19 20
Hired ListenLearn
Change
Rollout BeginBusinessImpact
FiredAchieveOperating
Tempo
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Awareness Confidence Trust
Paid/Owned Earned/Shared
Deal Gen Deal Expansion Deal Velocity
Revenue Margin Cash Flow
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MANY OF LIFE’S FAILURES ARE PEOPLE WHO DID NOT RECOGNIZE HOW CLOSE THEY WERE TO SUCCESS WHEN THEY GAVE UP.WERE FIRED
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