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. The Revenue Growth Diagnostic interactive tool will help you determine if you are likely or unlikely to make your number.

 

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

ABOUT THE AUTHOR

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.

 

Video:

 

Transforming the Sales Organization inside Fortune 500 Companies

Greg Alexander and John Gleason, Chief Sales Officer of Ryder, talk about the unique challenges of transforming a sales team inside of very large enterprises.

 

A Better Way to Structure Your Sales Force

Greg Alexander and Tony Capucille, Chief Sales Officer at Heartland Payment Systems, discuss the pros and cons of the 7 B2B sales organizational models.

 

Build a team of A Players Inside the Sales Organization

Greg Alexander and Todd Cione, Chief Revenue Officer at Rackspace, talk about hiring, onboarding, and developing exceptional sales talent.

 

Articles

 

Fill Every Role on Your Team with an A Player

In this article, Greg Alexander makes the case for applying the TopGrading methodology to the sales team, and outlines how to do so.

 

What CEOs Need to Know About Their Marketing Strategies

In this article, Greg Alexander and Rashid Skaf, CEO of AMX, discuss the role the CEO plays in crafting a company’s marketing strategy.

 

What CEOs are Looking for in a Sales Leader

In this article, Greg Alexander and George Norton, leader of Heidrick & Struggles Chief Sales Officer practice, discuss what CEOs need in the chief sales officer role.

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