Tracy Eiler CMO, InsideView

1. Tracy Eiler
CMO, InsideView
1

2. The Advocacy Imperative
The Revenue-Driving Secret Weapon
Tracy Eiler, CMO
San Francisco, July 26, 2016

3. Mom, girlfriend, daughter, sister, gardener…
#advocacyadv

4. Storyteller, demand generator, promotor
#advocacyadv

5. What I believe
• Marketing exists to make sales easier
• Your brand is the promise to the customer
• The glass is half full. Always.
#advocacyadv

6. The traditional funnel is gone
The buyer is in charge
Sales & marketing are not aligned
We need to catch up to B2C
What Drives the Advocacy Imperative?
Customers are simply easier (if they are happy)

7. The Traditional Funnel is Gone

8. The New Funnel

9. The New Funnel
Customers

10. The Buyer is in Charge
Source: Forrester, Death of a B2B

11. Marketing is Behind
• Messy, incomplete
customer data
• No direct customer
interaction
• Don’t put customer
data to work
Source: Forrester Make Your B2B Marketing Thrive in the Age of the Customer

12. We Are Not Aligned→ Conflict
Long-term
Segments
Top of lead funnel
Campaign metrics
Net new accounts
This quarter
Accounts, titles, people
Start of sales cycle
Quota attainment
Grow accounts (customers!)

13. Catching Up to B2C
Source: Forrester, The Evolved CMO in 2016
Q415 Forrester/Heidrick & Struggles Global Evolved CMO Survey

14. Customer win
rates are 2x of net
new accounts

15. ADVOCACY
(the secret weapon to drive revenue)

16. Embrace account-based everything
Making Advocacy a Core Strategy
Technology solutions allow scale
Align sales & marketing
Get CX responsibility
Create a customer data strategy

17. Align Sales & Marketing in Every Process
Source: Forrester, Build an Adaptive, Efficient
Process to Elevate Leads to Revenue

18. Account-Based “Everything”
Maximizes Revenue

19. CMOs Expand Responsibilities to CX
Source: Forrester, The Evolved CMO in
Q415 Forrester/Heidrick & Struggles Global Evolved CMO
Survey

20. CMOs Value Experience in CX
Source: Forrester, The Evolved CMO in 2016
Q415 Forrester/Heidrick & Struggles Global Evolved CMO Survey

21. You Must Have a Customer Data Strategy

22. Advocate
technology
platforms
allow you
to scale

23. Embrace account-based everything
Making Advocacy a Core Strategy
Technology solutions allow scale
Align sales & marketing
Get CX responsibility
Create a customer data strategy

24. Customer Loyalty Drives Revenue
• Increase cross-sell by 22%
• Drive up-sell revenue from 13-51%
• Increase order size from 2-5X
Source: Constellation Research

25. Read my book — available October 3rd!