CMO Hit the Number

Big deals in B2B companies can account for as much as 50-80% of annual sales. Losing multiple big deals often results in missing the number. Why doesn’t a typical marketing budget/focus apply the 80-20 rule? Demand Gen is too often focused on the masses not the big deals.


What can you do differently so you don’t miss the number? Download the Targeting Analysis Tool and start focusing on what really matters to the sales team. Targeting the deals that move the needle is the difference between making the number and not. Companies that have solved this problem are making the number.


Why Use the Tool?

The Targeting Analysis Tool allows you to determine the total account-based potential. The analysis is done by product and solution set. This allows you to be more focused with demand gen. The end result is a strategy that leverages the factors that drive the biggest deals.


I’m not suggesting you ignore everything but the big deals.  But when the big deals are a significant portion of the revenue number, provide a corresponding level of effort.


Use the Tool = Make the Number

With this approach you’ll deliver the right message to the right customers/personas at the right time. This applies to cross sell / upsell with key accounts. It also applies to large new logo acquisitions.


It starts with defining your Ideal Customer Profile. Combining current customer data, augmented with 3rd party data and some correlation/regression analysis. If your GTM approach includes multiple solutions sets, be sure you have mapped them accordingly.


Greater Return on your Marketing Investment:

Spraying and praying is a disaster. If the big deals in your company are the difference makers, adjust your marketing focus. Budgets are tight and aligning your marketing to the big deals is critical. The campaigns in big deals require 1-1 nurturing. Sales needs to do their part leveraging the social selling tools you’ve provided. When sitting around the war room for the big deals, make sure marketing’s priorities are aligned.


Getting Started:

Download the Targeting Analysis Tool. Pull together your marketing and sales operations teams. Complete the attached analysis, and then adjust your marketing campaigns to align with the greatest potential.


If you have any questions or concerns contact me at We’ll spend 30 minutes walking through the Targeting Analysis and determine whether you’re marketing execution is aligned.



John Staples

Leads teams of highly qualified experts, all relentless in their pursuit of helping you make your number.

John is the global leader of SBI’s account management business unit. As such, he and his team help clients across 19 verticals drive top line growth and operational efficiency in sales and marketing.


John’s marketing, sales and product expertise span a multichannel strategic approach. He has an unyielding focus on strategic and key account development, which enables strategic alignment between all functional team members in order to reduce acquisition cost and increase lifetime value.


His broad experience in sales, marketing, product and engineering allows him to bring a unique problem solving approach to his team and clients. As he has discovered through decades of experience, clients are often distracted by the symptoms of a larger problem and overlook the root cause of it.


Read full bio >