Fergal Maher MBS Mark, Dip.Strat. Mark.FMIIGrad’s Post

pàrt 3 BUILDING MARKETING AND SALES CAPABILITIES TO BEAT THE MARKET For product launches, it retooled its approach and trained the key marketers involved (for example, about 45 product-launch champions in Europe, the Middle East, and Africa). Focusing on improving these capabilities enabled it to gain up to ten percentage points in market share in targeted product categories. Not trying to do too much. Building capabilities requires focused attention. For example, we know one manufacturing company that found, when working to upgrade its commercial capabilities, that any unit that built out three capabilities at once failed. However, if units stuck to two capabilities at a time, they succeeded. Not trying to do too much, too soon ensured they met their goal of improving margins by three percentage points. Another reason for keeping the scope narrow is that changing how an organization works is a prolonged endeavor. The likelihood of failing or losing momentum only increases when companies do too much at once. Tailoring the approach to the company’s stage of development. A successful investment in marketing and sales isn’t just about choosing the right capabilities; it’s about choosing to develop them in the right sequence. Our research suggests that where you are on the business-performance curve should inform your decisions about which capabilities to develop: Stage 1: Low growth and profitability relative to market. Investment should focus on foundational capabilities that give businesses the tools to grow, such as transactional pricing, performance management, and customer-portfolio management. Without this foundation, companies will not be able to make it to the next stage. Stage 2: Low growth but high profits. To promote growth, companies should focus on building capabilities in branding, strategic marketing, customer life-cycle management, and customer service. Stage 3: High growth and high profitability. To become a market leader, businesses need to invest in higher-factor skills such as channel performance and integration as well as alternative go-to-market approaches such as inside sales or e-commerce. Thinking institutional capabilities, not just individual skills. Different elements of a business often have their own perspective on the relative importance of a given capability. That can be problematic: individuals leave, but companies need to sustain capabilities over time. The only way to implement true institutional capabilities is to encourage a broad, inclusive discussion that creates a clear view of which capabilities are necessary across the entire company and how to prioritize them. In effect, companies must create a common and accepted frame of reference. For example, one company regularly surveys 2,000 of its marketing and sales people about their sense of the need to build a particular capability. While this feedback provides valuable insights, it also helps to create a single working vocabulary about capabilities.

If I sat in a room with 100 CEOs and asked: "What is, to you, the role of Marketing?" How many different answers do you think I'd get? About 100 💥 Marketing is not a one-size-fits-all function. I've seen firsthand what happens when there is misalignment on the role and responsibilities of marketing within a company. Let me tell you, it can lead to very unpleasant outcomes for both the business and the people involved. But it doesn't have to be that way -- and as CMO it is our role to engage in an exercise to clarify this. One way is to ask questions upfront about the business strategy and ensure that both you (in charge of marketing) and the CEO agree that marketing will be the driving force behind specific actions ➡ actions that support your strategic business goals. The function of marketing within a business can depend on so many factors. It can be very different for B2C or B2B companies. It can also vary depending on the size of the company, your budget, your data infrastructure, the market you play in, the product or service you deliver, your region, ... you get it! The one thing MARKET-ING always does is take a company's goods or services to the market it has chosen to serve. For that reason, some core roles of marketing will never change: 🎯 Go-to-Market Strategy: The master plan that aligns marketing efforts with business goals (how, why, who, where). 🎯 Branding: The process of creating a unique image, a unique identity for your product, your company in your consumer's mind. 🎯 Performance: The measurement and analysis of marketing activities to track that they are effective and meet objectives. But other roles do change. And depending on the business strategy you may or may not adopt these functions, for example: ☑ Product Marketing ☑ Customer and Market Research ☑ Internal Communications ☑ Public Relations and Communications ☑ Web Development ☑ Marketing Operations ☑ Ad & Media ☑ Email Marketing ☑ Customer Success Marketing ☑ Community Marketing ☑ Affiliate Marketing ☑ Event Marketing ☑ Partner Marketing ☑ Design and Copywriting ☑ Sales Enablement ... Align marketing based on what your business needs and the goals you set. By reverse engineering it, you'll achieve alignment like never before! I hope this helps clear up what marketing is all about. Whether you're just starting your marketing career, you're a CMO, a CEO, or even an investor, start by aligning on what marketing means to take your company where you want it to go. #CMO

🚀 Excited to Share How GoHighLevel Revolutionized Agency Marketing! 🚀 Are you ready to take your agency marketing to the next level? Dive into this captivating case study featuring Erik Bork, Marketing Director at LeverageRx and Leverage Planning, and discover how GoHighLevel transformed his agency's success story! In today's dynamic marketing landscape, innovation is key, and Erik Bork understands this better than anyone. Faced with lead generation challenges, Erik turned to GoHighLevel, renowned for its advanced features and automation capabilities. The results? Nothing short of phenomenal. Here's a glimpse into Erik's journey: 🔍 Customer Profile: Meet Erik Bork, an experienced marketing executive with a proven track record of success. His quest for innovation led him to explore the power of GoHighLevel. 🎯 Challenges: Erik faced limited lead generation capabilities and inefficiencies in his agency's marketing processes. He needed a solution to streamline and enhance their efforts. 💡 Solutions: Transitioning from ClickFunnels to GoHighLevel proved to be a game-changer. With its superior functionality and efficiency, Erik immediately adopted GoHighLevel for lead generation and client management. 🚀 How GoHighLevel Helped: Through advanced tools and automation features, GoHighLevel revolutionized Erik's agency marketing. Enhanced lead generation capabilities, improved efficiency, and streamlined client management processes were just the beginning. 📈 Outcomes: Erik and his team experienced increased success in lead generation and client acquisition. Their satisfaction with GoHighLevel's functionality and performance speaks volumes. 🌟 Conclusion: Erik Bork's journey with GoHighLevel showcases the transformative power of innovative technology in agency marketing. His endorsement of GoHighLevel serves as a testament to its effectiveness and value in today's competitive landscape. Ready to revolutionize your agency marketing like Erik Bork? Discover the possibilities with GoHighLevel today! #AgencyMarketing #GoHighLevel #DigitalTransformation #SuccessStory #MarketingInnovation Link to the full article: https://lnkd.in/g2MvZcGF Don't miss out on this inspiring journey! 🌟 Let's elevate your agency marketing together.

If all you expect from marketing is leads, your expectations are wrong. Effective marketing for tech consulting firms extends well beyond.   While generating leads is essential, taking such a narrow view of marketing's value is a strategic mistake that fails to account for the broader role marketing plays in driving business growth and success.   Leads are the starting point—they indicate potential interest.   But, generating leads does not inherently translate into revenue, new customers, improved brand recognition, or any outcomes that create value for your firm.   𝟲 𝗥𝗲𝘀𝘂𝗹𝘁𝘀 𝗼𝗳 𝗠𝗮𝗿𝗸𝗲𝘁𝗶𝗻𝗴 𝗦𝘂𝗰𝗰𝗲𝘀𝘀 𝗕𝗲𝘆𝗼𝗻𝗱 𝗟𝗲𝗮𝗱𝘀   1️⃣ Higher Customer Retention Rates   High retention rates indicate customer satisfaction, post-sale support and service effectiveness, and prospects closely matching your ICP.     2️⃣ Increased Customer Lifetime Value (CLV)   Marketing initiatives like email nurturing, customer success content, and retention campaigns directly impact customers' lifetime value by reducing churn and driving more cross-sell/upsell opportunities.   3️⃣ Brand Awareness and Reputation   Effective marketing campaigns and content boost brand awareness in the marketplace and brand reputation/recognition.   4️⃣ Engagement Metrics   Engagement metrics like social media interactions, time spent on site, and content shares can provide deeper insights into how effectively your content resonates with your audience.   5️⃣ Marketing ROI and Measures   Calculating the overall return on investment from various marketing activities can help quantify marketing’s contribution to revenue beyond just the number of leads generated.   6️⃣ Market Share   Successful marketing campaigns and thought leadership content allow your firm to increase visibility, credibility, and differentiation within core markets and practice areas, creating tangible competitive advantages.   𝗪𝗵𝗮𝘁’𝘀 𝘁𝗵𝗲 𝗣𝗼𝗶𝗻𝘁?   While lead generation will always be a key focus area for marketing, a shortsighted "leads only" approach drastically undervalues and undermines marketing's ability to impact the business through various means. I’m David Smith. I concentrate on marketing for tech consulting firms. How can I help your firm? ➡️ Becoming your marketing leader (fractional CMO). ➡️ Helping you define your marketing strategy and plan. ➡️ Establishing a marketing system to get the results you want.

How do you know when to stick with your current marketing strategy and when it’s time to rethink the whole approach? It’s a question most businesses face at some point, especially when the stakes are high, and the pressure is on to deliver results. ⚖️ If you’re leading a sales-team driven organisation, marketing can sometimes feel like you’re throwing things at the wall to see what sticks. 🎯 While experimenting is part of the process, there comes a point where you need to take a step back and ask: is this really working? Here are a few signs that it might be time to rethink your approach: 1. Consistent Underperformance: 📉 If your marketing efforts are repeatedly falling short—whether in lead generation, brand visibility, or customer engagement—it’s a strong indicator that something’s off. Even early on, a solid strategy should show some signs of progress. 2. Misalignment with Business Goals: 🎯 Your marketing should directly support your business objectives. If there’s a gap—like driving traffic but not conversions—it’s time to realign your strategy. 3. Ad Hoc Execution: 🛠️ When marketing feels more like a series of scattered tactics rather than a cohesive plan, it’s probably not delivering the results you’re after. A well-thought-out strategy should be integrated, with every piece working together. 4. Feedback from?the BD Team:📢 BD is on the front lines. If they’re consistently telling you that the leads aren’t qualified or the messaging doesn’t resonate, it’s a signal that something needs to change. 5. Lack of Differentiation: 🚀 In crowded markets, blending in is the last thing you want. If your marketing looks and sounds like everyone else’s, it’s probably not making the impact you need. Sometimes, a bold shift in strategy is what it takes to stand out. On the flip side, sometimes the best move is to stay the course, even if the results aren’t immediate. B2B marketing often takes time to build momentum. If you’re seeing early signs of improvement—like better engagement, more qualified leads, or stronger brand recognition—it might just be a matter of giving your strategy the time it needs to bear fruit. 🍇 Ultimately, the key is to be both strategic and flexible. Regularly review your progress, listen to the feedback you’re getting, and don’t be afraid to make adjustments. But also, remember that good strategies often take time to show their full potential. #B2BMarketing #MarketingStrategy #SalesAndMarketing #BusinessGrowth #MarketingLeadership #StrategyExecution #B2BMarketingAgency

The Importance and Elements of the Marketing Funnel In the dynamic world of business, understanding and effectively managing the customer journey is crucial for success. One of the most powerful tools in a marketer’s arsenal is the marketing funnel. This conceptual model helps businesses visualize the process of turning prospects into loyal customers. The marketing funnel not only guides marketing strategies but also ensures that efforts are aligned with the buyer’s journey, maximizing the chances of conversion. Let’s explore the importance of the marketing funnel and its key elements. The Importance of the Marketing Funnel Structured Approach: The marketing funnel provides a structured framework for understanding how potential customers interact with a brand from initial awareness to final purchase. By segmenting the customer journey into distinct stages, businesses can tailor their strategies to effectively move prospects through each phase. Targeted Marketing: Each stage of the funnel represents a different level of customer engagement and requires specific marketing tactics. Understanding where a prospect is in the funnel allows marketers to deliver targeted messages that address the specific needs and concerns of the audience at that point, enhancing the likelihood of conversion. Efficient Resource Allocation: By identifying which stage of the funnel potential customers are in, companies can allocate their marketing resources more efficiently. This means investing in tactics that are most likely to yield results for each stage, whether it’s brand awareness campaigns at the top or personalized sales interactions at the bottom. Performance Measurement: The funnel allows businesses to track and measure the effectiveness of their marketing efforts at each stage. By analyzing metrics such as lead generation, conversion rates, and customer retention, marketers can identify areas for improvement and optimize their strategies for better results. Enhanced Customer Experience: A well-managed marketing funnel ensures that potential customers receive relevant and timely information throughout their journey. This not only helps in converting prospects into customers but also enhances their overall experience with the brand, fostering loyalty and advocacy. Conclusion The marketing funnel is a vital tool for guiding prospects through the customer journey. By understanding and leveraging the different stages of the funnel, businesses can implement targeted and effective marketing strategies that enhance conversion rates, optimize resource allocation, and ultimately drive growth. In an increasingly competitive marketplace, a well-structured marketing funnel is essential for achieving and maintaining a competitive edge

Embarking on a New Adventure: Introducing The Marketing Ninjas 🥷 I’m beyond excited to share a personal leap of faith that's been brewing in the shadows: the launch of my very own marketing agency, The Marketing Ninjas. For over 25 years, I've navigated the marketing realm with the spirit of a ninja – blending creativity, strategy, and a pinch of stealth to create impactful campaigns. It's this essence, honed over years of adventure, that I'm infusing into The Marketing Ninjas. What's The Mission? To empower small businesses with ninja-like precision and agility, ensuring their messages not only land but resonate deeply. In a world cluttered with noise, we aim to be the silent but swift force that propels your brand forward. Introducing the Ninja CRM+ Suite At the core of our arsenal is the Ninja CRM+ Suite, a bespoke tool designed for the modern battlefield of business. This suite isn’t just a CRM; it’s a comprehensive platform that offers: ✅ Automated Marketing Campaigns: Deploy seamless, automated campaigns that engage your customers at just the right moment, with personalized messaging that speaks directly to their needs. ✅ Sales Pipeline Management: Keep your finger on the pulse of every deal. Our intuitive pipeline view makes tracking progress and forecasting sales as effortless as a ninja's shadow dance. ✅ Reputation Management: Monitor and enhance your online presence with tools designed to gather feedback, prompt positive reviews, and address customer concerns swiftly, maintaining your honor in the digital dojo. ✅ Unified Communications: A central hub for all your conversations, whether they're via email, SMS, or social media, ensuring no message is ever lost in the shadows. ✅ Advanced Analytics & Reporting: Gain insights into every aspect of your marketing and sales efforts with detailed analytics and reporting that help sharpen your strategy with the precision of a katana. Why The Marketing Ninjas? 🥷 Custom-Fit Strategies: Like the unique path of a ninja, we tailor our approach to match the distinct journey of your brand. 🥷 Stealth and Agility: Armed with the latest in marketing tech and strategies, including our NinjaCRM+ Suite, we navigate the digital landscape with finesse, ensuring your brand captures attention. 🥷 Passion-Driven Results: We're not just about the metrics; we're about creating connections that drive your business towards genuine growth. This venture is a reflection of my personal and professional evolution, and I couldn't be more thrilled to share it with you. Your support, insights, and friendship have been invaluable on this journey. Are you ready to amplify your brand's impact? Or maybe you're curious about how ninja marketing and the NinjaCRM+ Suite can transform your business? Let's connect. I’m here to chat, strategize, or simply share in this exciting new chapter. Here's to new beginnings and the stealthy, strategic successes that lie ahead! With gratitude and a touch of ninja flair, Sherri

What Revenue-based Marketing KPIs Do You Use? At SDR Systems Group, we believe that measuring the impact of clients marketing efforts solely on vanity metrics like website visits and social media likes is a thing of the past. We have embraced a new era of performance-driven marketing, where revenue generation takes center stage! Today, we are thrilled to share our clients revenue-based marketing KPIs and the remarkable results they achieved. Here are some of the key metrics that truly matter: 1️⃣ Customer Acquisition Cost (CAC): The CAC metric reflects the average investment required to acquire a new customer. By focusing on this KPI, they ensure that their marketing strategies are efficient and cost-effective, resulting in optimal ROI. 2️⃣ Customer Lifetime Value (CLV): CLV indicates the total revenue a customer is expected to generate over their lifetime. By nurturing long-term customer relationships, they maximize the value each customer brings to their business. 3️⃣ Revenue Growth Rate (RGR): The RGR metric demonstrates the pace at which their revenue is increasing. They consistently strive for sustainable growth, and this KPI serves as a key indicator of their marketing team's ability to drive tangible business results. 4️⃣ Marketing-Influenced Revenue: They measure the revenue directly attributable to our marketing efforts. By tracking marketing-influenced revenue, they gain insights into which campaigns and channels are most effective in generating tangible business outcomes. 5️⃣ Return on Ad Spend (ROAS): ROAS measures the revenue generated in comparison to the amount spent on advertising. It helps them determine the effectiveness of our ad campaigns and optimize our marketing budget allocation accordingly. By aligning our marketing efforts with revenue based KPIs, our clients have witnessed substantial growth and have gained a clearer understanding of their marketing's impact on the bottom line. This strategic shift has empowered them to make data-driven decisions, prioritize campaigns that deliver the highest returns, and maximize our overall business performance.

The Advantages of Marketing Over Sales In business, both marketing and sales are essential, but marketing often has distinct advantages, especially in today’s digital age. Key Benefits of Marketing: 1. Broader Reach Marketing strategies like digital ads and social media can reach a wider audience than sales, which involves direct interactions. This helps build brand awareness and attract more customers. 2. Long-Term Relationships Marketing nurtures long-term relationships through consistent engagement and value-driven content, fostering trust and loyalty, unlike sales which often focus on immediate transactions. 3. Cost-Effectiveness Digital marketing techniques like email marketing and SEO offer high ROI with low costs, allowing for strategic resource allocation. 4. Data-Driven Insights Marketing uses data analytics to understand customer behavior and preferences, enabling better-targeted strategies. 5. Sales often lack this comprehensive data analysis. 6. Scalability Marketing campaigns can be easily scaled based on business needs, unlike sales efforts which require significant time and manpower. 7. Brand Building Marketing builds a strong brand presence through consistent messaging and storytelling, which can command higher prices and foster loyalty. 8. Creating Demand Marketing creates new demand by educating potential customers about product benefits, while sales focus on converting existing demand. At Mchume Digital, we understand the unique challenges and opportunities in the marketing landscape. Here’s how we can help elevate your marketing efforts: 1. Expertise: Extensive experience in business development, corporate sales, communication, project management, and digital marketing. 2. Customized Solutions: Tailored marketing plans to meet your specific needs. 3. Innovative Strategies: Leveraging the latest tools and techniques for effective marketing. 4. Quality Commitment: High-quality services that exceed expectations. 5. Long-Term Partnership: Building trust-based, long-term relationships for mutual success. Partner with Mchume Digital to elevate your marketing efforts, reach broader audiences, build lasting relationships, and achieve your business goals with confidence.

Having observed the evolution of marketing and sales for over a decade, it’s clear that marketing has transformed into a powerful tool for building brand awareness, fostering long-term customer relationships, and driving sustainable growth. The integration of digital strategies and data analytics has revolutionised how businesses connect with their audiences, making marketing an indispensable component of modern business success.