One of the biggest challenges for a CMO in a B2B company is not owning the three main key performance indicators (KPIs) of the company: net retention, annual recurring revenue (ARR), and pipeline generation.
Alon Waks, Fractional CMO at CreatorIQ emphasizes the need for marketing leaders to understand the importance of tying their efforts back to these business outcomes:
"The biggest challenge of a CMO in a B2B company today is you don't really own any of the three main KPIs of the company. You do not own net retention, you do not own ARR or revenue. And unfortunately, you don't really own pipeline generation. If you want to become a marketing leader, you need to understand that always tied back to those."
To be an effective marketing leader, it is crucial to align marketing strategies and initiatives with the overall business objectives.
This requires a deep understanding of the company's target audience, value proposition, and the ability to communicate the impact of marketing efforts in a simple and compelling way to the executive team and the board.
In today's business landscape, every marketing dollar is scrutinized, and marketers are expected to show the effectiveness of their spend.
"You've got to measure everything and be able to show that what you're spending on is connected to your business outcomes. That's going to be your easiest path to get the budget, retain and increase your budget, and even explore new things."
Effective measurement involves tracking key metrics such as engaged accounts, pipeline generation, and conversion rates.
By focusing on these leading indicators, marketers can gauge the effectiveness of their strategies and make data-driven decisions to optimize their marketing efforts.
In the current landscape, companies are shifting their focus from acquiring net new buyers to better serving their existing customers.
This shift requires marketers to adopt a customer-centric approach and explore different product suites to meet their customers' evolving needs.
"It's about are they adopting your entire gamut of products? It's a wallet share conversation. You're showing them value because you are actually showing return on creator spend, return on their advertising, return across everything they do to reach the audiences."
To effectively engage and retain customers, marketers need to showcase the value their products or services bring to the customers' businesses.
This can be achieved through personalized communication, lifecycle marketing, and creating opportunities for customers to connect and share their success stories.
The insights shared by Waks have significant implications for marketing leaders and aspiring CMOs.
By tying marketing efforts to business outcomes, marketers can demonstrate the value they bring to the company and secure the necessary resources to drive growth.
Effective measurement allows marketers to optimize their strategies and make data-driven decisions, ensuring that every marketing dollar is well spent
Embracing a customer-centric approach and focusing on customer marketing can lead to increased customer satisfaction, loyalty, and ultimately, business growth.
Being a CMO in a B2B company comes with its own set of challenges and opportunities.
By understanding the importance of tying marketing efforts to business outcomes, embracing effective measurement, and adopting a customer-centric approach, marketing leaders can make a significant impact on their organizations.
As the business landscape continues to evolve, it is crucial for marketers to stay agile, adapt to changing trends, and constantly innovate to drive growth and success.
In conclusion, the role of a CMO in a B2B company requires a deep understanding of the business, effective measurement practices, and a customer-centric mindset.
By focusing on these key areas, marketing leaders can navigate the challenges and seize the opportunities that come their way, driving growth and success for their organizations.