Marketeers Must Drive Revenue...and Be able to Prove it !

Today more than ever, marketers must be able to communicate to the executive team ie CXOs and VP  in terms of the overall impact marketing is having on the company’s revenue, cash, profit, and growth.

One way this is being done by successful sales and marketing teams is via joint reporting on a specific dashboards with metrics that the CEO and CFO care about. While typical marketing metrics like number of leads collected at trade shows, twitter followers, or webinar attendees are important to track for program management and enhancement, those metrics lack relevance at the executive level.

For marketing professionals to get a seat at the big table they must incorporate the use of "executive speak" in their discussions by thinking "opportunities" rather than "leads" and "investment" instead of "cost" and "buying cycle" versus "singe event". It's no different from what we marketeers do everyday and that is understanding our audience and then messaging correctly to close the information gap between their need/pain point and our offerings.

Have a great day
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I also recommend an excellent article on this subject by Phil Fernandez, President & CEO of Marketo http://t.co/hO1jwiZw