Chief Marketing Officer demonstrates how to generate enough leads for the sales team to exceed their revenue objectives.

Today’s show will demonstrate how to generate enough leads for the sales team to exceed their revenue objectives. The biggest predictor of above average revenue growth is a strong lead flow and pipeline influence from marketing. It’s difficult to grow revenue faster than your industry’s growth rate and faster than your competitors. Leverage the How to Make Your Number in 2018 Workbook to access a revenue growth methodology to hit your number quarter after quarter, and year after year.

 

Our guest today is Chief Marketing Officer Katherine Calvert. Katherine’s role as CMO was instrumental in the success story of Advent Software, a B2B technology company serving the financial services industry. Advent was acquired at a premium of five times revenue. Katherine is the perfect CMO to demonstrate how to generate enough leads for the sales team to exceed their revenue objectives.

 

Proving marketing’s contribution to revenue hinges on sourcing quality leads for the sales team. Watch as Katherine demonstrates how to generate enough leads for the sales team to exceed their revenue objectives.

 

Why is this topic important? Businesses that generate a lot of revenue from a lot of accounts need a constant stream of new leads entering the funnel. If Sales is generating leads, they are not closing deals. Marketing needs to feed the sales teams with qualified leads and get them focused on running effective sales campaigns. Failure to fill the sales team’s funnel will result in below average revenue growth.

 

Enjoy the polarizing discussion during the show on whether marketing is a cost center or a revenue generator. Excellence in lead generation has a strong influence in shifting the perception to revenue generation.  Katherine describes her journey at Advent Software and some of the challenges faced: “While we were measuring lots of things, we weren’t measuring the right things. Marketing’s ability to elevate the value we could deliver to our sales organization and ultimately the company came from looking more deliberately at the funnel from top to bottom.” 

 

Watch as we discuss marketing engagement tracked through to the percentage of closed revenue attributed to opportunities discovered by marketing.

 

Two highlights of today’s show include review of the most commonly debated benchmarks among B2B marketing leaders includes:

 

  1. What is the right percentage of leads from marketing to make the number? Katherine weighs in with 30% as the target to shoot for and provides valuable perspective on how to approach this goal.
  2. What is the right percentage of the marketing budget that should be dedicated to Lead Generation? Katherine provides a rule of thumb and guidelines on how to apply to your company.

     

The full video provides an in-depth demonstration on how to generate enough leads for the sales team to exceed their revenue objectives. If you would like to spend some time with me on this subject, come see me in Dallas at 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.

 

If you would like to spend some time with me on this subject, come see me in Dallas at 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