How Fractional CMOs Create Lasting Results

July 27, 2023

Tying Marketing Efforts to Business Outcomes 💸

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.

The Importance of Effective Measurement 📊

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.

The Evolving Nature of Customer Marketing 🌱

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.

Advice for Aspiring Marketing Leaders 📖

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.

Wrap Up 🔄

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.

Arthur Castillo
Alon Waks
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About DGC
Demand Gen Chat is a Chili Piper podcast hosted by Tara Robertson. Join us as we sit down with B2B marketing leaders to hear about the latest tactics and campaigns that are driving pipeline and revenue.
If you’re looking for tactical ways to improve your marketing, this podcast is for you!
About Mastersaas live
MasterSaaS Live is the interview series that seeks to answer the question: What does it take to be a badass CMO? For our host Alina Vandenberghe, Co-CEO and Co-Founder of Chili Piper, this question is personal. A CPO-turned-CMO, Alina is on a journey to become a badass CMO — and is building in public as she goes. If you're a current or aspiring marketing leader, this is your only chance to learn from top marketing leaders, innovators, and big thinkers about marketing in 2023 — from CRO to brand to music and so much more.
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