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  • alectcoughlin

#14: Should the CMO Report to the CRO or the CRO to the CMO?

Updated: Aug 16, 2021

B2B CEOs are dialing up the pressure on B2B Sales + Marketing to modernize their approach to adapt to 10 years of digital innovation brought forward in the last 10 months.

The diminishing returns of traditional tactics have been exposed + the CEO, armed with data is asking "Where do we go from here?"

While reporting structure is important, there are other more nuanced + high impact questions to be considered.

What are your assumptions + beliefs around the way brands are built, demand is generated, deals get done, clients become evangelists, organic growth is driven etc. today?

How much net new revenue is Demand Generation responsible for sourcing, qualifying + closing independently or in conjunction with Sales?

How are members of Demand Generation + Sales incentivized in ways that unify their goals so that they are equally invested in each other's success / outcomes? Examples of 5 deals done this way in the last 60 days?

What role do modern digital platforms such as Linkedin, Twitter, Podcasts, Substack, YouTube etc play in Demand Generation + what does deal specific attribution look like over the last 90 days driven through these platforms?

How strong are your feedback loops between Sales + prospects / customers, Marketing + prospects / customers and the organization to improve next best action associated with Customer Experience, GTMS, Demand Generation Campaigns, Target Personas / Segmentation etc?

What are the top 5 steps in the process to incorporate the feedback from Sales + Marketing?

How important is it that Sales understands modern Marketing and Marketing understands modern Sales? What are the top 3 tactics you're investing in to make this happen?

No need to rip + replace. Get more from what you already have in place.

January 17, 2021 (Tweet Link)

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