I would like to help prevent this so I asked my CEO clients what can be done.


Here are the 5 things that are driving ’em nuts:

1-      Spending more money on staff than on demand generation programs.


2-      Going to trade shows.


3-      Investing in print advertising.


4-      Sending out direct mail.


5-      Investing in “strategic branding” when the sales teams don’t have enough leads to call on.


I have refereed many CEO vs. CMO title fights. Here are my recommendations on how to become the heavy weight champion of the CMO world.


1-      Invest $1 in demand gen programs for every $1 spent on staff.  The programs to non-program benchmarks are 1:1. If your ratio is out of whack, fix it.


2-      Determine how much revenue was generated from the last three trade shows attended. If you cannot answer the question, cancel all trade show appearances. If the revenue exceeds the cost by 2x, ask the CEO to come to a show to see how your team rocks.


3-      Replace print advertising with mobile advertising. 65% of adults state they consume media on a mobile device (source: Pew Internet Study). Your customers have moved. Go where they are. Show your CEO you are staying current.


4-      Re-allocate your direct mail budget to PPC on Google, Facebook, and Linkedin.  You will reduce your spend, increase the response rate, and generate more revenue.


5-      Build a lead management process that provides 50% of the lead volume for the sales force.  Stop worrying about mentions in the Wall Street Journal and get focused 100% on filling the top of the funnel at the same rate as your sales counterpart.


My friend Mark Roberge  over at Hubspot can help you if you need it. He helped me cut my cost per lead in half by doubling the number of leads we generate at Sales Benchmark Index.


If replacing direct mail with mobile advertising is of interest give my pal Brian Fetherstonaugh over at OgilivyOne a call. He has a super smart team that can get you going on this quickly.


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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.




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