Do you have a #CFO you want to convince for more money to execute your bold ideas? We asked James Hurman for his advice on how he would do it 👀 James is a globally recognised advertising effectiveness expert who’s spent over 20 years researching, publishing, practising and teaching advertising effectiveness. He‘s the author of two books on effectiveness, has won more than 50 advertising effectiveness awards, and was named the world’s number one strategic #planning director. You can study with him this September 👉 https://loom.ly/J6h6flo Do you have any more CFO tips for the marketers and strategists in our audience? Please share them in the comments. #BoldMindsBoldMoves #LIONSLearning #Strategy #Advertising #Effectiveness
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B2B Marketing | Founder @ Restless Marketing | Fractional Marketing Troubleshooter | Driving global revenue growth with innovative marketing strategies
Are we speaking the same language as our CFOs when it comes to brand marketing and demand generation? 🤔 I've been digging a bit deeper into the research on the relationship between marketing leaders and CFOs. While we share the same goal – driving company growth – it seems we're often not communicating effectively about how marketing contributes to that objective. Here are three key insights that stood out to me: 1. 𝗧𝗵𝗲 𝗠𝗤𝗟 𝗶𝘀 𝗻𝗼 𝗹𝗼𝗻𝗴𝗲𝗿 𝗲𝗻𝗼𝘂𝗴𝗵 💀 Forrester Research/Sirius Decisions, who originally coined the term MQL, now tells us it's no longer sufficient. They've moved on. Many of us have known for a while that the MQL was (unfortunately) mostly a vanity metric with limited impact on revenue. The challenge? It's been so deeply ingrained in marketing and sales processes and systems that changing course has been difficult for many. But change we must. CEOs and CFOs have seen the limitations, and it's time for us marketing leaders to change our approach and implement other metrics that show marketing's impact on the business results. 2. 𝗧𝗵𝗲 𝗯𝗿𝗮𝗻𝗱 𝘃𝗮𝗹𝘂𝗲 𝗴𝗮𝗽 📊 According to a study by B2B agency Transmission (https://lnkd.in/e9EfzZAz), 79% of CFOs believe there are no reliable metrics tying brand marketing to revenue growth. As marketing leaders, we need to get better at measuring and articulating the impact of both brand building and demand generation in a way that resonates with our finance colleagues. What metrics are you using to demonstrate marketing's contribution to the bottom line? 3. 𝗧𝗵𝗲 𝗹𝗼𝗻𝗴-𝘁𝗲𝗿𝗺 𝘃𝘀. 𝘀𝗵𝗼𝗿𝘁-𝘁𝗲𝗿𝗺 𝗯𝗮𝗹𝗮𝗻𝗰𝗲 ⏳ While 81% of CFOs think brand marketing should be measured in under 12 months, we know that brand building is a long-term game. At the same time, demand generation efforts often show quicker results. How are you balancing these two aspects of marketing to meet both short-term expectations and long-term growth objectives? These findings have got me thinking: How can we better align with our CFOs on the value of our entire marketing mix – from brand building to demand generation? Below is a great suggestion on how to have this conversation by James Hurman. I'd love to hear your thoughts. Have you found effective ways to communicate marketing's impact to your finance team? How are you proving the impact of your demand generation initiatives? #B2BMarketing #CMOInsights #BrandBuilding #DemandGeneration #MarketingROI
Do you have a #CFO you want to convince for more money to execute your bold ideas? We asked James Hurman for his advice on how he would do it 👀 James is a globally recognised advertising effectiveness expert who’s spent over 20 years researching, publishing, practising and teaching advertising effectiveness. He‘s the author of two books on effectiveness, has won more than 50 advertising effectiveness awards, and was named the world’s number one strategic #planning director. You can study with him this September 👉 https://loom.ly/J6h6flo Do you have any more CFO tips for the marketers and strategists in our audience? Please share them in the comments. #BoldMindsBoldMoves #LIONSLearning #Strategy #Advertising #Effectiveness
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How can marketers prove the value of creative to the CFO? Creativity is an undeniable strategic asset for marketers, it makes advertising 12X more profitable. But 88% of brands say they aren’t confident in convincing their CFO to invest in creativity. Sound familiar? Our Creative Quality Score 101 provides a guide to demonstrate the value of the creative. Download it here → https://lnkd.in/e_D4KEYB #CreativeQualityScore
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In the competitive world of advertising, mastering the art of profitable pitches is crucial for any agency's survival and growth. Our article sheds light on common pitfalls and offers actionable strategies to transform your pitch process. Elevate your agency from surviving to thriving with these insights. 🚀📈 #AdvertisingIndustry #BusinessStrategy #ProfitablePitches
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Global Marketing & Communications Professional | PR | Brand Strategy & Management | Product Marketing | Customer Experience | Design Thinking | Research & Data Analysis | GTM Comms | Digital Strategy
HBR says there are 4 questions a CMO should be prepared to answer for the CEO and CFO when seeking money for a new campaign. Would you have the answers?
The Right Way to Build Your Brand
hbr.org
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The new Cog Blog post is all about the importance of relationships in our business. It's strange how the simplest, most basic truths get forgotten these days as we all search for better numbers on the ultimate spreadsheet.
Relationships, Dear Boy…
https://www.bjanda.com/blog
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Positioning, pricing, and productization consultant for agencies and SaaS. Fractional chief commercial / transformation officer.
These three questions are the starting point for any agency looking to escape commoditization. The questions are: WHO do we know best—the categories, types of brands, or types of audiences? WHAT are we best at—the core competencies that distinguish us in the marketplace? HOW do our methods, approaches, or philosophy distinguish us from other agencies? Why these questions? In a previous post, I shared that adopting a product-based business model is the way forward for our industry. It is how we escape commoditization. But we need to be strategic about it by creating differentiated, high-value offerings in that model. How do we do this? Seth Godin says, “Don’t find customers for your products, find products for your customers.” I would augment this to say it's our best customers that we want to focus on. That's who we should develop products for. Your best customers are those who hire you for your core strengths. By answering the three questions, you can define those strengths and then the clients that hire you for those reasons. And then, we can begin to design high-value products that solve their specific problems. The image below can guide you, but the first step remains -- can you answer these three questions? Want help? Let's talk. --- This post is part of a series explaining four fundamental shifts an agency needs to make to tap into the full potential that a product-based model offers: 1. A philosophical shift – thinking differently about the value we deliver 2. A strategic shift – refocusing our business strategy 3. An operational – redesigning our internal structures 4. A measurement shift – focusing on accountability and effectiveness rather than utilization Follow along by going to my profile, hit follow, and the notification bell 🔔 👍 Like this? ♻ Repost for others in your network.
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CEO at Jetads.co | Jet to scaling your ad results. Increasing SMBs leads & sales by 20% in 30 days. Apply today ↓
How to create advertising that sells by David Ogilvy (after spending $1,480,000,000). This 1-page is more valuable than a Harvard MBA. Bookmark & study this. ~~~ If you found this helpful, consider resharing ♻️ and follow me Blake Bauer for more content like this.
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Marketing Manager | Digital Marketing | Email Marketing | Social Media | Organizational Communication | Advocacy | Hiking
7 red flags it's time to switch agencies: ❌ 1. The agency isn’t willing to learn your business. ❌ 2. Content quality isn’t getting better. ❌ 3. They avoid conflict. ❌ 4. There is a lack of organization. ❌ 5. You're getting poor-quality reports. ❌ 6. The agency lacks an understanding of current industry news. ❌ 7. Your values don’t align. Finding an alternative solution for your marketing needs is a big decision. It’s important to make sure you’re agency is the right fit for your business before you start working together! Check out this new guide from Bryan Phelps that covers the costs of moving agencies and how to do it without losing momentum! It’s part 2 of 5 in Big Leap's Finding the Right Client-Agency Fit series. I hope you enjoy it. Are there any red flags that we missed? What are some green flags when you find the right agency? 👍 I’d love to hear your thoughts in the comments. Here's the link to the article: https://lnkd.in/gdUuYS_z Happy reading! #clientagencyfit #achieveexcellence #mybigleap #digitalmarketing #agency
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Creativity / Marcom / Cannes Lions / Heavy Metal / Drums / Beard
1wWhat a timely analogy! I really needed it now. Thank you, James Hurman