Mathew Sweezey

1. GETTING
EXECUTIVE
BUYIN
FOR MORE
MARKETING
RESOURCES

2. @MSWEEZEY
Principal of Marketing
Insights
Salesforce
Author of
• Marketing Automation for
Dummies (2013)
• Context Revolution (2018)

3. T H E P R O B L E M

4. The problem begins in 1995…..
“Hey Boss, we
need a website”

5. MARKETING
BUDGETS WERE
ON AVERAGE 2%
OF GROSS
REVENUE IN
1995. @msweezey

6. The problem continues in 2000…..
“Hey Boss, we need to
drive traffic to the
website”

7. The new things you
never needed before:
• CMS
• SEO
• PAID Search budget
• Webmaster
@msweezey

8. The problem continues in 2003…..
“Hey Boss, we need to
convert traffic on the
website”

9. The new things you
never needed before:
• Email tool
• Form tool
• Website tracking tool
@msweezey

10. The problem continues in 2006…..
“Hey Boss, we
need to social”

11. The new things you
never needed before:
• Social tool
• More Time to do social
marketing
@msweezey

12. The problem continues in 2010…..
“Hey Boss, we
need content”

13. The new things you
never needed before:
• Blog
• Content Designer
• Content Creators
• Content Distribution
@msweezey

14. The problem continues in 2013…..
“Hey Boss, we
need automation”

15. The new things you
never needed before:
• Marketing Automation
• Artificial Intelligence
• New reporting tools
• API integrations
@msweezey

16. T H E R E A L
P R O B L E M

17. NEW MARKETING
ASKS HAPPEN
BEFORE
REALIZING PRIOR
INVESTMENTS @msweezey

18. AND IT CONTINUES
TO BE THIS
WAY….......

19. 70%
39%
59%
39%
39%
Digital Marke3ng Spend
Tradi3onal Marke3ng
Spend
Marke3ng tools and
technology
Marke3ng consul3ng
Marke3ng headcount
Increase in Spending
Where High Performers are Spending Now
@msweezey

20. HIGH PERFORMING
MARKETING BUDGETS
WILL DOUBLE IN ALL
AREAS WITH IN THE
NEXT 3 YEARS
@msweezey

21. R O A D B L O C K S

22. A L L
S O L U T I O N S
R E Q U I R E A
N E W I D E A O F
M A R K E T I N G

23. 82% OF HIGH
PERFORMERS
HAVE FULL
EXECUTIVE
BUY IN @msweezey

24. Executives must buy into a new
idea of marketing. Not just that they
need more marketing.“ @msweezey

25. A L L
S O L U T I O N S
R E Q U I R E
M O R E
M O N E Y

26. Maintain
branding
15% headcount
80% programs
5 % tech + other
2-6% GR
Average
budget
Fast
growth
25% Headcount
65% programs
10% tech + other
7-12% GR
30% headcount
55% programs
15% tech + other
13-30% PR*Gross revenue *Gross revenue *Projected revenue
@msweezey

27. S O L U T I O N S

28. G E T T I N G
E X E C U T I V E
B U Y I N

29. There are a few
basic tricks you have
to have the ability to
do for ABM to
technically be a
possibility.
1: It’s about Educa&on
You have to get your leaders
educated on the new idea of
business. This will take lots of
‘others’ to help because businesses
tend to listen to outside voices
greater than those inside.
@msweezey

30. There are a few
basic tricks you have
to have the ability to
do for ABM to
technically be a
possibility.
Top Down Approach – Teach Them
• Read– “The Experience
Economy”
• Read– “Driving Demand”
• Read – “ClueTrain Manifesto”
• Watch – TED Talk “What
Consumers Want”
• Follow- 103 Genuine Marketing
Thought Leaders @msweezey

31. There are a few
basic tricks you have
to have the ability to
do for ABM to
technically be a
possibility.
BoUom Up Approach – Small Wins
• No Budget Content– Learn to
leverage others content.
Remember anything with a URL is
content.
• One Step at a Time– Prove the
value of your ideas in tiny steps,
ratcheting up each time.
@msweezey

32. E X A M P L E S

34. @msweezey

35. https://www.clickz.com/b2b-companies-can-
buck-the-norm-and-win-big-in-marketing/26174/
READ THIS ARTICLE
It show’s how Taulia launched a video
campaign called “Fu@K It” and the
power of proving value via small steps
@msweezey

36. G E T T I N G
M O R E
B U D G E T

37. There are a few
basic tricks you have
to have the ability to
do for ABM to
technically be a
possibility.
1: It’s about VALUE
The only way to get more money is
to show it is a wise investment.
Which means you have to be able
to show the value of your
investment. ROI isn’t the answer.
@msweezey

38. There are a few
basic tricks you have
to have the ability to
do for ABM to
technically be a
possibility.
Why ROI is a bad Value Metric
• It doesn’t live on a balance sheet–
If a number doesn’t live on a balance sheet it’s
a vanity metric. ROI is an efficiency number
not an effectively number.
• It’s not prescriptive– ROI doesn’t help
executives run their business better. It just
keeps you from being fired.
@msweezey

39. There are a few
basic tricks you have
to have the ability to
do for ABM to
technically be a
possibility.
You’ve got to adopt Weighted Pipeline
• Sales Already Uses it– It’s a value
number your executives already buy into.
• It’s is prescriptive– It shows future
outcomes with a high degree of certanity.
• It is holistic – It accounts for all
experiences, providing the measure for you to
control the full experience.
@msweezey

40. E X A M P L E

41. Weighted Pipeline Chart (Lead Flow Volume)
Marketing
Stage
Volume Velocity Efficiency Weighted Value
1 100 5 days 70% (100x.7)x10,000
2 90 9 days 77% (90x.77)x10,000
3 80 10 days 88% (80x.88)x10,000
Pipeline
Total
270 24 days Pipline
Value
$2,097,000
@msweezey

42. There are a few
basic tricks you have
to have the ability to
do for ABM to
technically be a
possibility.
2: Learn to Stretch
Have a conversation and set up a
stretch budget. This is a budget
you have set aside you have direct
access to ONLY if you hit key
metrics. It is doubling down
money.
@msweezey

43. E X A M P L E

44. @MSWEEZEY
PAID SOCIAL+ EMAIL
YOUR
EMAIL
DATABASE
UPLOAD
TO
FACEBOOK
/TWITTER
DISPLAY
ADS TO
THOSE
EMAILS +
LOOK-A-
LIKES
Set your stretch goal at a 15% increase in conversion
rates. Then run this campaign with Paid Social ads,
you should get 22% increase giving you access to that
STRETCH money.

45. VOLVO
CONSTRUCTION
DEALERS SELL
$100 MILLION
DOLLARS WORTH
OF NEW AND USED
EQUIPMENT EACH
YEAR WITH THIS
TECHNIQUE

46. G E T T I N G
MORE SCOPE

47. HIGH
PERFORMERS
ARE 17X MORE
LIKELY TO BE
EXELENT AT
COLLABORATION @msweezey

48. There are a few
basic tricks you have
to have the ability to
do for ABM to
technically be a
possibility.
1: It’s about EXPERIENCE
Brand is no longer what you say,
rather it is the sum of all experiences.
Marketing must own the experience
across the entire lifecycle.
@msweezey

49. There are a few
basic tricks you have
to have the ability to
do for ABM to
technically be a
possibility.
Create an Experience Council
• One member of each department–
Their job is to have a collective vision across
the full lifecycle and help each team see a
collective vision, and execute on it.
• Meet Once a Month– Interview a
prospect each month on their experiences,
and how the full organization can make them
better.
@msweezey

50. There are a few
basic tricks you have
to have the ability to
do for ABM to
technically be a
possibility.
Leverage Growth Teams
• Highly Tactical Team– Their job is to
go in a fix experience issues via a structured
process of iteration. They cut across silo’s to
work on a core issue affecting the bottom line.
Think of them as the a ‘special force unit’
• Read– Hacking Growth by Sean Ellis and
Morgan Brown on how to do this
@msweezey

51. There are a few
basic tricks you have
to have the ability to
do for ABM to
technically be a
possibility.
Leverage Agile Workflows
• This will refine your tasks– Allowing
you to take on the greater role of experience.
With out agile you will not have enough time
to take on existing roles and new one.
• Read– The X Factor on slide share for more
on agile - https://www.slideshare.net/
MathewSweezey/the-x-factor-the-secret-to-
better-content-marketing
@msweezey

52. REMEMBER
WEIGHTED
PIPELINE SHOWS
THE VALUE OF
EXPERIENCE! @msweezey

53. C O N C L U S I O N S

54. E D U C A T I O N

55. S H O W I N G
V A L U E

56. C O L L A B O A T I O N

57. T H A N K Y O U
Mathew Sweezey / @msweezey
Principal of Marketing Insights
Salesforce