Do or Die: 3 Ways Marketers Can Tell the C-suite They’re Worth It
Panic attack time. The C-suite wants to know why this marketing thing they don't understand is worth the money. Is there real value?
Of course, there is, direct marketers know. But what's the best way to communicate all of that to the CEO?
On Sept. 30, Rachel Sprung wrote a post on the HubSpot inbound marketing blog titled "Speak Your CEO's Language: 3 Ways to Show Marketing's Impact on Revenue." In it, she provides advice on how to justify marketing spend:
1. Help the CEO Understand Where to Put Marketing Resources. Figure out which efforts are working the best and which ones are lagging. "The best way to close the loop to figure out where you succeeded in your marketing is to run a revenue report based on marketing channel," Sprung writes. Once marketers find which efforts work the best, show the C-suite so marketing can replicate those tactics.
2. Find the Content That Resonates With Customers. Take a deep dive into the report from Step 1 and track the content that performs best in each channel, as well as paying attention to trends, timing and format. Notice which individuals and companies were influenced by the content. "By attaching a dollar amount to the content your team's producing and then producing more of the content that generates revenue, you can better fight for budget and get aligned with your sales team—and, you know, help your company grow," she says.
3. Find Out How Much Revenue Is Generated by Different Personas. Focus on the personas that generate the most money in order to grow faster, Sprung writes. "Break down that persona's revenue data further by running reports that show the marketing channels they first came to your site through as well as the content they viewed before becoming a customer," she says.