Modern B2B Marketing
Modern B2B Blogs
January 21, 2007
How To Sell Your Marketing Budget To Your CFO
Posted by Jon Miller
I recently received this email from a colleague who runs marketing for a security software company:
I’m getting some pushback from my CFO on the size of my proposed total marketing budget as % of forecasted revenue… Do you have any sources with basic credibility with this info that I can cite?
Selling your marketing budget to [...]
November 12, 2006
Earn a Seat at the Revenue Table – Part II
Posted by Jon Miller
In Earn a Seat at the Revenue Table – Part 1, I asked how can marketers take more control over the revenue process, build the respect of their organizational peers, and earn a seat at the revenue table.
The key is to act more like Sales (at least when it comes to driving revenue). Sales [...]
Posted by Jon Miller in Accountability | Marketing Funnel | Modern B2B Marketing
November 9, 2006
Earn a Seat at the Revenue Table – Part I
Posted by Jon Miller
Who is in charge of revenue at your company?
In most B2B companies, the Sales Department owns the revenue pipeline. Marketing may play a supporting role by supplying leads (that probably get ignored). But in these companies, Sales controls the revenue process and is accountable for top-line growth. As a result, Sales holds the most political [...]
Posted by Jon Miller in Accountability | Marketing Funnel | Modern B2B Marketing
October 22, 2006
Growth Champions
Posted by Jon Miller
Strategy+Business had a great article in their summer issue by Edward Landry, Andrew Tipping, and Jay Kumar from the consultancy Booz Allen Hamilton.
The authors argue that marketers can no longer be measured by brand management, creativity, or promotional expertise – instead, they argue that “In an era of unlimited opportunities but constrained [...]