Ep. 85: How B2B Marketers Can Deliver More Business Impact - Interview w/ Mark Stouse

How B2B Marketers Can Deliver More Business Impact

It goes without saying – marketers need a voice at the table of the organization. To have that voice, they need to be able to show that what they’re doing is creating true value for the organization’s business. What are some steps that B2B marketers can take to prove that what they’re doing is making an impact?

In this week’s episode, we have an in-depth conversation with Mark Stouse (Chairman & CEO, Proof Analytics) about what he believes the greatest enemy of a CMO is. Mark also elaborates on why it’s important for marketers to understand how their organization generates revenue, how their efforts should impact sales, what mistakes to avoid, and how marketers can measure the results of their initiatives to highlight the impact that they’re making on the business.

https://youtu.be/UliiB4eseV8

Topics discussed in this episode:

• Mark talks about the greatest enemy of a CMO. [1:38]
• Some of the common mistakes and misconceptions when it comes to how marketing needs to show their business impact. [08:02]
• Mark shares a case study where he and his team have managed to solve a challenge for a customer. [12:59]
• Some small steps that B2B marketers can take to prove that what they’re doing is making an impact on the business. [24:40]
• Key metrics that marketers should be paying attention to. [29:29]

Companies & links mentioned in this episode:

• Mark Stouse on LinkedIn
• Proof Analytics

Click here to access the episode key takeaways

Transcript

SPEAKERS

Christian Klepp, Mark Stouse

Christian Klepp 00:00

Welcome to B2B Marketers on a Mission, a podcast for B2B marketers that helps you to question the conventional, think differently, disrupt your industry, and take your marketing to new heights. Each week, we talk to B2B marketing experts who share inspirational stories, discuss our thoughts and trending topics, and provide useful marketing tips and recommendations. And now, here’s your host and co-founder of EINBLICK Consulting, Christian Klepp. Welcome, everyone to this episode of the B2B Marketers on a Mission podcast where you get your weekly dose of B2B marketing insights. This is your host Christian Klepp. And today I’m joined by someone on a mission to help marketers and their companies to plan, predict, proof and pivot. So coming to us from Scottsdale Arizona Mark Stouse, welcome to the show.

Mark Stouse 00:47

Hey, it’s great to be here, man. Really is. Thank you.

Christian Klepp 00:51

Looking forward to this conversation Mark. So let’s, let’s dive in. I mean, like, I’ve enjoyed all the conversations that we’ve had so far, I think we fixed all the world’s problems in like, 15 minutes. (laugh)

Mark Stouse 01:03

Well, again, I think we succeeded in identifying them more than solving them. But yeah.

Christian Klepp 01:09

Identification is important.

Mark Stouse 01:12

It sure as hell is. Yeah.

Christian Klepp 01:15

All right. Well, let’s get this started. And let’s get it start. Let’s get this conversation started with something that you sent. And I believe it was on a conference a couple of years ago by the W2O group. And during that presentation, you spoke about what you felt was the greatest enemy of a CMO. So based on this, tell us about what you think that is, and why.

Mark Stouse 01:38

Yeah, I mean, there’s obviously a lot of different ways to look at this. But the thesis in that presentation, which I still agree with, is that the greatest enemy of the CMO is time lag. And what I mean by that is that almost every marketing investment that is made, takes a period of time to fully mature and fully generate impact, right, and thus, generate ROI. If you truncate it by saying, well, you know, we’re just going to look at whatever we can see in the next quarter in terms of impact, you’re leaving about 90, 95% of the total value of that investment on the table unidentified. And the only way that you can look and really understand the time lag is to use multivariable regression analytics, right. I mean, that’s the that’s not just an opinion. That’s...