Knowing how to set goals and what metrics to track can be tricky for today’s progressive marketer. In the kick-off episode to season 2 of the highly successful podcast Smash The Funnel, we sit down with Dave Gerhardt, VP of Marketing at Drift, to talk about conversational marketing and chatbots. We also discuss how to know what numbers marketers should be shooting for, how to set them, how to track them and how to think differently about what goals and KPIs are most important today.
Season 2, Episode 2: How To Measure Key Revenue Metrics In Today’s Complex Sales And Marketing World
Now that you’ve set your goals, how do you measure revenue-related metrics? In this conversation with Angela O’Dowd, Director of Partner Marketing at HubSpot, we dig into how to sift through the massive amount of data to focus on those key revenue-related metrics that provide the true measure of how your marketing is performing. Dashboards, reports and analytics are great, but if you can’t uncover the insights, your company won’t grow.
Dashboards, reports and analytics aren’t enough anymore. Today, you need to be able to uncover the insights that you can act on. Mike Donnelly, CEO at Seventh Sense, helps us navigate the challenges associated with uncovering those insights and then turning insights into an action plan that improves your results – the marketing and sales results required to drive revenue growth. Mike has several highly insightful comments around changing your execution based on these insights. It’s a don’t-miss episode.
Analysis paralysis is common among marketers. With so much data and so little time, what should marketers be working on first to drive results? Gabe Wahhab is president and one of the co-founders at the software company MAXG, the first AI-powered insight and recommendation engine for marketers. Gabe will share with listeners how to use artificial intelligence to skip the dashboard and go right to insights and recommendations, how to prioritize those to drive the best results and how to be more efficient in your day-to-day execution. If you want to know what the future of marketing looks like, you’ll want to listen to this episode.
Season 2, Episode 5: Why Driving Efficiencies And Adding Process Improvements To Sales And Marketing Produces Revenue Growth
Getting results from sales and marketing execution isn’t only about data, analytics and software. In fact, it’s more about process, methodology and systems than ever before. We sit down with Rashmi Vittal, CMO at Conversica, to talk about the importance of process in revenue growth. We cover a wide variety of topics, including the critical nature of sales and marketing alignment, helping sales by building process and how to make sales more efficient.
Garbage in, garbage out. You simply can’t execute effective marketing or highly efficient sales efforts with bad data. Right now, your data is degrading. People are moving up, people are leaving their jobs and new people are stepping in. Are you talking to the right people? Dion Cornett, CEO at ReachForce, shares with us the challenges associated with keeping your data accurate and cleaning up your current database, and explains how bad data can sink even the most created campaigns.
We wanted to make an extra effort to bring on more practitioners to the show – people who are actually doing the work. Mitch Rose has over 30 years in sales and marketing and is now SVP of Strategic Partnerships at Billtrust, a software company that provides billing solutions. Mitch candidly discusses the challenges associated with tracking ROI on sales and marketing. He also shares how Billtrust worked through some of their marketing and sales challenges, like alignment, sales operations and sales process upgrades, and explains the SLAs they put in place. It’s a great example of progressive sales and marketing execution in practice.
Season 1, Episode 1: Why Your Revenue Isn’t Going Up (And An Introduction To The Cyclonic Buyer Journey™)
With 50% of companies habitually missing their sales targets, the world does need a better way to drive revenue. The first episode of Smash The Funnel – The Podcast introduces listeners to Eric Keiles, the entrepreneur-in-residence at Square 2 Marketing and co-author of Smash The Funnel – The Book. Eric will share why we need a new revenue methodology and why the buyer journey is so chaotic today. He’ll also help you understand why you’re not hitting your revenue goals every month.
If you’re not actively trying to disrupt target prospects who don’t know you, you’re only executing a partial marketing effort. Join Sangram Vajre, co-founder at Terminus, to learn how you can operationalize outreach to targeted prospects who are not looking for you and leverage marketing tactics, analytics and software to drive new prospects into your revenue cycle.
People are looking for businesses like yours right now, and they’re looking on the web. Join me and Franco Valentino, CEO of Narrative SEO, as we discuss the massive changes going on with search and Google. If your prospects can’t find you in search, your business is invisible. And with the changes related to how search works, this is a can’t-miss episode for everyone.