The CMO’s Guide to Driving Impact in Year 1
SBI Growth
NOVEMBER 6, 2013
B2B CMO’s are expected to deliver hard Lead Generation metrics: Quantity of Sales Qualified Leads to the sales force. Marketing contribution as a % of Pipeline Opportunities. Execute the wins by canceling bloated, non-impact tactics. This action of canceling a non-performing program sets the right tone for the team.
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