Almost every Marketing Executive believes they have the rights tools. And they may. Yet, frequently they find that even with the right tool set, they are not hitting their goals. The common refrain we hear: “We have the right people, the right agency, but we’re not hitting the objectives.”
The answer can be found in two words — Marketing Execution. This is the set of motions where critical Marketing tasking gets done in the right quantity, with the right quality, by the right people, prior to the established deadline. At SBI, we see often that great Marketing planners are done in by poor execution.
Don’t let that be you.
To determine if your team is of the mark early in your year, use this Marketing Execution Checklist to see where you stand across the various dimensions of Marketing Execution.
Dimensions of Marketing Execution:
- Content Production – produce highly relevant content in enough quantity to meet the objectives of the Marketing and Sales departments.
- Campaign Execution – execute the campaigns to produce sales ready leads.
- Lead Management Execution – execute the lead nurturing, qualifying and routing process to produce sales ready leads.
- Product Marketing – get the right sales content into the hands of sellers. Enable delivery at the right time and right channel to move a sales opportunity forward or to stimulate new logo interest in your offerings
Now that you know what to look for, it is important to know what you might find in terms of gaps to best practice. here are a couple items to get you started….
Problems you are likley to find:
- Content Production – the demand for content to fuel your B2B sales funnel is never-ending. Sales teams need content at critical moments of a sales cycle to educate customers and prospects. The content must be customer-focused and relevant to customer needs. Without it, campaigns stall and deals push.
- Campaign Execution – increased competition in B2B marketing has forced companies to engage in agile marketing strategies. This involves running multiple small campaigns per month.
- Lead Management Execution – because lead management is still a new practice, many companies struggle with doing it well. Lead management is a specialized skill that requires familiarity with marketing automation technology and the use of data. Finding those with the right fit of training and experience can be difficult. Also, Leads should be tracked by persona and segment, although they typically are reported only in aggregate.
- Product Marketing – you need to get the right content in the hands of the right people at the right time. The last mile (e.g. a key sales call) often plagues Marketing. it is the “moment of truth”. A lot of work goes into generating interest in the mind of a buyer and in securing an appointment. Then the sales call happens and the tools and talk track vary by rep. Leaving the last mile up to the sales reps to figure out will result in inconsistent, and ineffective, buyer experiences. This is one of the reasons rep revenue production varies greatly from rep to rep.
Leverage the Marketing Execution Checklist to see where you stand. Each section also includes the solution questions to be answered and a discussion of best practices.
As an example, for the Product Marketing dimension, ask yourself:
- What are the objectives for my team and do i know performance against them?
- How do my product marketers map to product management?
- Have we developed the content needed to enable the sales team?
- has product marketing contributed to pricing?
- have we established effective bundles through a product affinity analysis?
- Have we packaged our support material into a playbook available to the sales team when they need it?
- have we morphed our products into solutions to prevent product silos in our department?
Start with the Marketing Benchmarks and KPIs Tool. It contains the following:
- A prioritized, operational contrast between traditional vs. revenue marketing.
- 5 metrics and additional KPIs to ensure marketing is driving revenue across your portfolio.
- Key benchmarks on how to maximize allocation of marketing spend (Headcount vs Program).
Lastly, please continue by listening to our podcast on the topic of “How to Move from Marketing Strategy to Execution” with Dan Levinschi, the Vice President of Marketing for PandaDoc.
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