营销人员如何实现营收.pptxVIP

Self-reliant buyers, shifting behaviors and digital disarray have upended sales.But marketers can right the revenue ship.HOW CAN MARKETERS RIGHT THE REVENUE SHIP?TABLE OF CONTENTS03INTRODUCTION14 CONCLUSION04DRIVING THE SALES MOTION15 EXECUTIVE PERSPECTIVES05MARKETING METRIC: REVENUE21 DETAILED FINDINGS06UNDER PRESSURE AND LOSING CONTROL30SPONSORS PARTNERS07A SCARCITY OF RESOURCES08CYNICAL CEO09RISKS REWARDED WITH REVENUE10 THE ONCE AND FUTURE CONTENT KING1 1 DATA LITERACY GAP12 AI: DATA, INSIGHTS, ACTION!13 MISTAKES IN MARTECH? 2021 CMO Council All rights reserved.HOW CAN MARKETERS RIGHT THE REVENUE SHIP?INTRODUCTIONBrace yourself. We have some bad news.A chaotic customer journey has flipped much of the sales action to the top of the funnel, making marketers responsible for nearly half of a company’s revenue. It’s a big ask with even bigger challenges toovercome. Among them, marketers face great expectations undermined by a scarcity of resources and a skeptical CEO.Companies simply haven’t caught up to the fact that marketing drives the sales motion. Sales organizations still command culture,commissions and capital. Meanwhile, marketers are trying to figure out what levers to pull to get revenue flowing through the digital channel while navigating the landmines with senior leadership.All of this puts marketers at serious risk of missing their revenue mark. Not everyone will be able to rise above the fray and right the revenue ship. This means many marketers will continue to experience short tenures and career burnout, while a reputation of failure awaits.Some marketers have taken up a defensive posture by fixating on customer retention instead of customer acquisition, mainly because it’s easier and less taxing on resources. However, this puts them in jeopardy of losing touch with new customers — the lifeblood of a business.If you think we’re exaggerating, here’s a reality check from our study:63% of marketers say they’re under very high to extreme p