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6. Optimize Lead Management And Reporting

7. Create A Buyer-Focused Marketing Team

Great marketers manage the entire lifecycle across touchpoints. You need an efficient process that moves leads effectively from marketing to other front-line staff.

The skillsets required to succeed in marketing are vastly different today and will only change further going forward. To improve agility, marketing leaders must develop teams of marketing athletes. While everyone on your team may have their own specialization, they should be cross-trained in other skill sets.

We mapped our lead management process to the sales pipeline stages by gaining prealignment with the sales and service teams prior to program launch. After a buyer engages with us, we present relevant content until we have validated buyer interest. By the time a sales or service rep receives an inquiry, marketing has shared the identified budget, authority, needs, timing, and goals. Keep an eye on lead stage conversions, turnback rates, and closed wins vs losses to identify how you can better align your teams’ processes for lead scoring, routing and reporting. Move beyond traditional performance metrics such as page views and clickthroughs to what I call impact metrics, such as pipeline contribution, revenue, and satisfaction.

On our marketing team, everyone is responsible for creating content, analyzing data and utilizing marketing technology to effectively enhance their impact. We further optimized our impact by assigning roles to manage key stages of the lifecycle.

The Results Speak For Themselves The results from our digital marketing transformation have been dramatic. We have increased credibility with clients and internal stakeholders alike. Last year, we increased our qualified leads by 166% and marketing influenced revenue by 360%, while shortening sales cycles by over one-third. Now it’s your turn…

To improve agility, marketing leaders must develop teams of marketing athletes

Ken Wincko Senior Vice President of Marketing | PR Newswire Author Ken Wincko is the Senior Vice President of Marketing at PR Newswire, where he manages the company’s global marketing strategy and serves on the Executive Management Committee. He has more than 20 years of marketing, product, and business development experience in bringing innovative marketing programs and solutions to market for both B2B and B2C organizations. Ken is an advisory board member of the CMO Council and has been covered in publications such as the Wall Street Journal, Tech Target, Alister & Payne, The Demand Gen Report, and Marketing Sherpa.

www.prnewswire.com 30

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Brand Quarterly #21  

Does your brand inspire loyalty? Find out how top brands do it, in this latest issue.

Brand Quarterly #21  

Does your brand inspire loyalty? Find out how top brands do it, in this latest issue.

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