If, like me, you’re an early adopter and jumped into GenAI over a year ago, the progress in just 12 months is amazing. Recently, a few colleagues suggested I try out Google’s NotebookLM. It’s simply the next level. I ingested my 10-part blog series on the Marketing Performance Index and it quickly produced a bunch of very useful assets, including a podcast, summaries, FAQs, that can easily be repurposed. If you missed any of my previous installments, this blog includes a concise summary of all ten. Blog link in comment.
Highlights
- 📊 Manage Metrics: identify the best areas to improve performance at the lowest cost
- 🤝 Achieve Alignment: get the GTM and ELT teams aligned to your plans and measures
- 💡Leverage Insights: from each performance indicator to boost returns in priority areas
- 🎯Create Differentiation: in a sea of sameness, you need to differentiate and stand out
- 🌟Elevate Brand: create and enhance your brand purpose, identity and personality
- 🎨Inspire Creativity: successful campaigns are as much about creativity as structure
- ✨Upscale Talent: build high-performance teams with, curious, driven, high achievers
- 🆘Seek Help: get outside expertise to speed your path, add know-how and bandwidth
- 🚀Boost Performance: amplify key marketing performance tactics to increase ROI
- 🔄 Continually Improve: adopt a mindset that everything can be refined and improved
Table of contents– This table organizes and summarizes the key points from my blog series on the Marketing Performance Index (MPI), a framework designed to objectively measure and improve B2B marketing performance.
Part 1: The Marketing Performance Index
Introduces the MPI as a solution to the problem of subjectively evaluating marketing efforts.
Explains the need for an objective, metrics-based approach to quantify marketing’s impact on company growth. Briefly outlines the three core objectives of the MPI: getting customers, growing the market, and keeping and growing customers.
Part 2: Metrics That Matter
Dives into the 24 key performance metrics within the MPI, grouped by Market Presence, Brand Strength, and Pipeline Health. Emphasizes the importance of stakeholder agreement on chosen metrics, establishing a baseline measurement, and regular tracking for improvement. Highlights the interconnectedness of marketing functions and the need for cross-functional accountability.
Part 3: Rockstar CMO Podcast Highlights
Summarizes key points from Johnson’s appearance on the Rockstar CMO podcast.
Emphasizes the need for marketers to track Sales efficiency metrics to demonstrate shared accountability and identify areas for collaborative improvement. Introduces the concept of “contribution” over precise attribution when evaluating marketing ROI.
Part 4: How to Raise Your Score, Part 1
Begins exploring strategies and tactics to improve marketing performance, focusing on the first 12 of the 24 MPI metrics. Provides specific examples of successful initiatives related to Earned Media, Social Media, Site Visitors, and Events Reach. Underscores the significance of Share of Voice, Indirect Sales, and SEO in boosting market presence.
Part 5: Raise Your Score, Part 2
Continues offering actionable strategies to improve scores across the remaining 12 MPI metrics.
Emphasizes the importance of improving customer experience and leveraging a business value approach to enhance loyalty metrics like NPS and retention. Provides insights on optimizing pipeline creation through lead diversification, conversion rate optimization, and cross-functional alignment.
Part 6: Predictable Pipeline Performance
Analyzes two years of marketing performance data, revealing the impact of various drivers on overall marketing success. Highlights the importance of an agile go-to-market approach, cross-functional collaboration, and ABM strategies in driving predictable pipeline performance.
Stresses the need for regular pipeline inspection and hygiene to maintain a healthy sales pipeline.
Part 7: How Does Your CEO Measure Marketing Performance?
Emphasizes the need for CMOs to secure agreement from the CEO and other stakeholders on performance measurement parameters. Highlights the McKinsey perspective on the importance of a strong CEO-CMO relationship for driving growth and the need for a clear marketing measurement framework. Reinforces the value of the MPI in facilitating productive conversations about marketing performance and demonstrating its impact on business outcomes.
Part 8: Boost Your Performance
Provides a Top 10 list of strategies for CMOs to maximize their performance and impact.
Emphasizes the importance of coaching, peer groups, industry conferences, self-learning, and continuous improvement. Highlights the need for strong GTM alignment, creative thinking, and a focus on attracting and developing top talent.
Part 9: How Market Presence and Brand Strength Boost Demand
Examines the interconnectedness of Market Presence, Brand Strength, and Pipeline Health, emphasizing how improvements in the first two areas can significantly impact the latter.
Explains how a combined approach focusing on Reach, Share, Engagement, and Loyalty leads to more sustainable and cost-effective pipeline generation. Rejects the notion of focusing solely on brand or demand generation, advocating for a balanced approach for long-term success.
Part 10: Battle-Tested Ways to Improve Marketing Performance
Revisits and synthesizes the top 10 ideas for improving marketing performance, highlighting the importance of data-driven decision-making and continuous improvement. Emphasizes managing metrics, achieving stakeholder alignment, leveraging insights, creating differentiation, and elevating brand as crucial strategies. Underscores the need for creativity, talent development, external expertise, and a relentless focus on ROI to drive exceptional marketing performance.
So there you have it. If you want to learn more, simply peruse the entire series. If you’re interested in a free diagnostic to see how your marketing and company performance compares to industry benchmarks, just send me a note and we can schedule a call. It takes about an hour to compile your confidential score, and you’ll get the calculation sheet to track your own measurements going forward. Happy improving!
#B2B #CMO #GetSmarterFaster #MarketingPerformance #ProveMarketingsValue
CMO Mentor 