Cassidy Shield, VP of Marketing and Sales at Narrative Science, says that marketing sourced revenue is a weak metric that sounds trivial and runs hollow in most C-suite conversations. He also talks about how pipeline KPIs can be your north star but it becomes meaningless when your win rate is down, your deal size is down and your sales cycle time is up.
Listen to this conversation with Cassidy and Eric Gruber (CEO of Personal ABM) to learn:
1. Why you do not want to be part of the 60% of marketers that primarily focus on measuring pipeline KPIs and marketing sourced revenue - and why these marketers do not get the respect they deserve from the C-Suite and the board.
2. How marketing is misaligned with the business.
3. How marketing needs to hit re-set, build an operational foundation and earn a seat at the table where the focus is on EBITDA.
4. The marketing KPIs that CMOs and Marketing VPs and Directors need to pay attention to if they want to go beyond awareness and leads and actually make an impact.
5. How marketing can tie their programs to the fundamentals of revenue with a strong focus on how and where to move the needle?
6. How marketing can have a greater impact on sales velocity,
7. The role that marketing can play in helping sales and customer success teams shape and reshape buying behavior so larger deals can be won, revenue can be protected and accounts can be penetrated?
After you listen to this podcast, check out theis additional resource that will help you rethink the marketing function: