The most popular revenue growth articles of 2017.

What’s unique about this top 10 list? We segmented our subscribers by marketing leadership. This is a top 10 list of the most viewed articles by Chief Marketing Officers and VP’s of Marketing.

 

How Top CMOs Quantify Marketing Investment with Revenue Attribution

The buyer’s journey does not follow a linear course. Without revenue attribution, you are exposed—unable to allocate time, money, and resources to the marketing efforts that produce top-line results. If you can’t quantify the collective impact of marketing touch-points, you are left guessing. And that eventually gets you fired, when you guess wrong.

 

Video: Has Demand Generation Hit a Wall? Why ABM is the Answer

Chief Growth Officer, Katie Bullard of DiscoverOrg demonstrates how to drive revenue growth through account based marketing to make the number. Why this topic? If you live and die by the big deal, growing revenues faster than your industry and your competitors requires a shift to account based marketing.

 

Multi-touch Revenue Attribution: Quantify Marketing’s Impact

I just ran multiple campaigns, produced countless pieces of content, introduced the buyer to a business development rep, invited them to two webinars, and passed them to a sales rep for a demo. Who gets credit? That determination is one of the biggest challenges for today’s marketing leaders: creating the best revenue attribution model for their company.

 

Will You Survive Private Equity Ownership?

Chief Marketing Officers are in a position to thrive under Private Equity (PE) ownership. PE firms invested because they want the upside, and marketing is a key ingredient to revenue generation. CMOs who help PE firms create value in their portfolio company also create a career ladder.

 

5 Ways to Manage Your Advertising Agency Effectively

Engaging with an advertising agency is one of the most expensive marketing investments. As the marketing leader, your team must proactively ensure that the marketing strategy, programs, projects, tactics, and marketing budgets stay on track. Here are five ways to evaluate and improve how you manage your agency.

 

Video: Marketing’s Critical Alliance with Customer Success

Chief Marketing Officer, Tracy Eiler demonstrates how marketing supports Customer Success. Tracy is uniquely qualified to speak on this topic as the co-author of Aligned to Achieve and the CMO of InsideView. Tracy is responsible for the overall marketing strategy, including all phases of the customer life-cycle.

 

Why Content Marketing Fails

Marketing teams are failing to execute content marketing. Marketing teams embrace the concept of Content Marketing.  However, they are struggling to execute. The Root Cause?  Marketing teams refuse to write.

 

 

Podcast: How A-Player CMO’s Implement Account Based Marketing

Our guest is Mike Volpe, the Chief Marketing Officer for Cybereason. Mike demonstrate how to replace leads with real opportunities for the sales team through Account Based Marketing.

 

 

Is Your Product Marketing Team Good Enough?

Those of you who have great people in product marketing roles know their value. They are the glue between marketing, product management, and sales. The sales team looks at marketing differently when you have great talent in these roles.  

 

 

Video: Your Guide to Revenue-generating B2B Marketing Campaigns

Joining me in the studio to demonstrate campaign best practices is the marketing team from Polycom, an agile B2B marketing team. With 400,000 customers and 25 years of success, Polycom is the leader in the collaboration space. Our guests include Amy Barzdukas the VP of Global Solutions Marketing, Maurizio Capuzzo the VP of Americas Marketing, Charles Dunlap the Director of Lead Generation, and Jim Kruger the CMO.

 

Bonus Content: 2 Tips to Avoid Hiring a Disaster CMO

This article was written for CEOs to aid them in hiring the right CMO.  What we found is that Chief Marketing Officers represented the highest viewing audience segment.  Review this article to get insights into what a CEO wants in a revenue generating CMO.

 

Are you wondering if you have the right marketing strategy to support your revenue growth goals? Here is an interactive tool that will help you understand how you stack up to others. Take the Revenue Growth Diagnostic test and rate your Marketing Strategy against SBI’s emerging best practices to find out if:

 

  • Your goals are realistic
  • You will earn your bonus
  • You are set-up for success in 2018

     

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ABOUT THE AUTHOR

Matt Sharrers

Leads the firm's focus on the CEO’s role in accelerating revenue growth by embracing emerging best practices to grow revenue faster than the industry and competitors. 

Matt Sharrers is the CEO of SBI, a management consulting firm specialized in sales and marketing that is dedicated to helping you Make Your Number. Forbes recognizes SBI as one of The Best Management Consulting Firms in 2017.

 

Over the course of nearly a decade at SBI, Matt Sharrers was an instrumental early partner guiding SBI as the Senior Partner. Matt’s functional responsibilities included acting as the head of sales where he led SBI’s double-digit revenue growth, and was responsible for the hiring function to build SBI’s team of revenue generation experts.

 

Prior joining SBI in 2009, Matt spent eleven years leading sales and marketing team teams as a Vice President of Sales. Matt has “lived in the field.” As a result, he is the foremost expert in the art of separating fact from fiction as it relates to revenue growth best practices. CEOs and Private equity investors turn to Matt’s team at SBI when they need to unlock trapped growth inside of their companies.

 

 

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