How Chief Marketing Officers get out from underneath this avalanche of data and stay on top of it.

Data is everywhere. Channels are exploding. Technology is changing. Executives require more detailed reporting. Intuition and experience are no longer enough. You are living in the “show me” era. Marketing leaders can’t do this alone and need muscle in your marketing operations capability.


Having the right plans, people, and means of production is essential to making your number. But if marketing isn’t streamlined and tight, it doesn’t function well. It’s sluggish and weak, and it struggles to produce leads and nurture prospects. It can’t adapt quickly when change is required.


Once you achieve peak performance, you’ll change your company’s trajectory.

Automating core business functions (CRM, email marketing, etc.) certainly helps. It lifts the administrative burden that weighs marketing down. But automation alone can’t make your team more efficient or effective.


To build a lean, mean marketing machine, you must stay on top of marketing operations. This means refining your process, technology, and metrics, which may require some heavy lifting. For starters, you’ll need a firm grasp of what’s required. Then you’ll be in a position to make steady, powerful gains. It’s difficult to grow revenue faster than your industry’s growth rate and faster than your competitors. The Revenue Growth Diagnostic interactive tool will help you determine if you are likely or unlikely to make your number.


Build Your Marketing Muscle


Marketing operations, which oversees all marketing activities and performance, is a relatively new discipline. But it’s never been more important. Marketing channels, technologies, and data will continue to explode in number. And CMOs and marketing ops leaders are feeling the pressure.


How do you get out from underneath this avalanche and stay on top of it? Start by asking the following questions: 


  • What should be the objectives for our marketing ops team?
  • What resources are required by the marketing ops team? What is each responsible for? How should they be structured?
  • How do we streamline and improve our budgeting process?
  • What technologies does our marketing team need to be effective?
  • What is our data plan, and how do we execute it?
  • What is our analytics strategy? How do we execute it? How do we incorporate predictive analytics?
  • How do we track results at the campaign, program, activity, offer, and content levels?
  • What dashboards do stakeholders need to make decisions?
  • How do we make executive reports filled with marketing insight available with a single click?


Getting marketing ops under control isn’t a sprint; it’s a marathon. Once you achieve peak performance, you’ll change your company’s trajectory. We’ve seen it time and again among the companies we serve.


6 Things You Must Do to Get Marketing Operations in Shape


Here’s your marketing operations “workout,” from start to finish.


  1. Create a marketing ops charter. This should lay out the team’s objectives and responsibilities.
  2. Build a marketing technology roadmap. Your customer should be at the center of your data model. Make your CRM system the hub of all marketing technologies.
  3. Evaluate your technology options. This process may seem overwhelming, but you can make it manageable. Start by reviewing these 9 features of a best-in-class technology infrastructure.
  4. Create an effective data plan. Your data planning process should cover these 5 steps. Your goal should be to replace qualitative with quantitative data wherever possible.
  5. Understand predictive analytics’ value—and limitations. The B2B sales process is never simple. In many companies, it’s all over the map. Make sure you’re leveraging predictive analytics the right way: with a sense of perspective, and a grain of salt.
  6. Measure marketing’s pipeline contribution. Using these 5 steps of conversion, you can definitively show what’s working and what isn’t. And you’ll know exactly where breakdowns are occurring.


If you would like help with making marketing scientific, visit The Studio, SBI’s multimillion dollar, one-of-a-kind, state-of-the-art executive briefing center. A visit to The Studio increases the probability of making your number because the sessions are built on the proven strength and stability of SBI, the industry leader in B2B sales and marketing.


The Studio Executive Briefing Center



Greg Alexander

Leads the firm's focus on the CEO’s role in accelerating revenue growth by getting the product team, the marketing department, and the sales organization into strategic alignment.

Greg is the host of The SBI Podcast, the most listened to sales and marketing podcast on the internet.


He is the host of SBI TV, a monthly television program broadcast on the internet featuring top B2B sales and marketing leader sharing their strategies to grow revenues.


Greg is the Editor-in-Chief of The SBI Magazine, the leading B2B publication focused on sales and marketing effectiveness.


He is the author of two critically acclaimed books Topgrading for Sales and Making the Number.


Greg has authored over 100 articles on SBI’s award winning blog, The SBI Blog.


He graduated from The University of Massachusetts Amherst with a BA in English and received his MBA from Georgia Tech.




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