Speakers: Scott Brinker | John Staples, Mark Synek, SBI

On this week’s SBI Insider Podcast we discuss the intersection of marketing and technology.  Joining me in this discussion is my colleague Mark Synek, Principal from SBI. Together we discuss the approach to data-driven marketing for companies with aggressive revenue growth goals.

 

Data is everywhere. Channels are exploding, and technology is constantly changing. 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 cannot deal with this alone. You need a right hand, called marketing ops.

 

My colleague, Mark Synek, and I recently spoke with Scott Brinker, the author of chiefmartec.com, also known as the Chief Marketing Technologist Blog. Listen as we discuss with Scott the intersection of marketing, technology and management.

 

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.

 

Marketing leaders now require detailed data to make data-driven decisions. Sales has been traditionally supported by sales operations.  For marketing the need for operations support has become mandatory for success. 

 

Marketing Technology StackWe review the role of marketing operations. Scott explains the challenges that organizations face when developing marketing ops.  Next, we explore how to set objectives for the marketing ops team. How should marketing leaders correctly set the objectives and develop an executable data plan? We also delve into the topic of marketing technology. Scott explains what stands between marketers and the ability to effectively leverage marketing technology.

 

Finally, we summarize the show with critical insights for marketing leaders who are trying to evaluate their needs for ops and systems. Listen as Scott walks our audience through how to develop and execute a marketing operations plan.

 

Have expectations gone up and left you wondering if you can make your number? Here is an interactive tool that will help you understand if you have a chance at success. Take the Revenue Growth Diagnostic test and rate yourself against SBI’s sales and marketing strategy to find out if:

  • Your revenue goal is realistic
  • You will earn your bonus
  • You will keep your job

 

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ABOUT THE AUTHOR

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.

 

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