Learn more about business with this collection
Identifying the skills needed for the future
Developing a growth mindset
Creating a culture of continuous learning
CFOs want to know what marketing dollars are actually going to do for the business. So marketers should be able to answer the questions: How does marketing spending marry up with what is most important to the future of the company? What are our strategic goals and how does what we are doing from a marketing perspective get us to that goal?
The logic behind your answers should be made explicit, it should be defended with evidence, and it should be supported by metrics
14
167 reads
When marketing and finance work together more closely, there is an opportunity for better planning, more informed decisions (on both ends), and more agile reactions as needed.
Surveys show that 35% of marketers use “an integrated marketing team in which marketing and finance experts work together.” This is in stark contrast to the 77% of marketers who say they use an integrated team approach “in which digital and non-digital work together.”
13
86 reads
The best marketing leaders have a logic based on experience and data, regarding how marketing spending will impact various business activities and outcomes.
This logic should be clearly articulated and justified to other decision-makers, particularly the CFO, so it ultimately becomes a shared logic — one that all members of the senior management team buy into. The idea is to make finance an advisor and stakeholder in the effort, so its buy-in is baked in from the beginning.
13
65 reads
Marketing leaders must show their impact on KPIs associated with the brand and customer relationships — and they must regularly track these measures.
Unfortunately, this is not the case in many companies. Most companies need a more regular collection of these metrics.
13
74 reads
CMOs often face headwinds when making the case for investments in brand building, which many marketers acknowledge as being especially difficult to measure as compared to lower-funnel activities that are closer to sales and revenue.
CMOs can start by understanding the CFOs’ preference for financial data to assess the success of marketing investments, creating a funnel-wide view of how marketing is delivering value in each part of the funnel and, importantly, demonstrating how it will be measured with clear ties back to business strategy.
13
50 reads
Monthly meetings of the senior management team are unlikely to be the best place for making the case for marketing spending, as marketing leaders are not setting the agenda and are unlikely to have the airtime to offer a nuanced and comprehensive view of marketing’s impact.
But it is recommended for this to happen in a setting where the CMO offers evidence and logic for spending while addressing important questions. A side benefit of this approach is that non-marketing leaders will appreciate that marketing is an investment, not just a cost.
13
41 reads
The gold standard for building a business case for marketing spending is to run an experiment using a control group that does not get marketing spending.
The goal is to build a strong understanding of the counterfactual — what if marketing spending had not occurred? This might be done in small-scale experiments in the field or in the lab.
13
48 reads
Recent research published in the Journal of Marketing finds that satisfied customers are more responsive to brand marketing and sales efforts, more open to future company offers, and more likely to share positive word of mouth — netting, on average, a 3% savings in future expenditures.
This is something a CFO can take to the bank.
13
46 reads
According to surveys, 41% of marketing budgets are based on the previous year’s expenses and adjusted during the year if needed, while only 10% of marketing budgets are revisited every month or quarter to meet company objectives.
One reason budgets are not scrutinized more regularly is that metrics are not collected very regularly. Given this metrics gap, how can marketers ask for changes to budgets? Marketing leaders need up-to-date knowledge to drive conversations about budgets.
13
40 reads
More like this
5 ideas
5 ideas
The Real Definition of Growth Marketing
reforge.com
13 ideas
Marketing Funnels Beginner’s Guide: Best Practices & More
getresponse.com
Explore the World’s
Best Ideas
Save ideas for later reading, for personalized stashes, or for remembering it later.
Start
31 ideas
Start
44 ideas
# Personal Growth
Take Your Ideas
Anywhere
Just press play and we take care of the words.
No Internet access? No problem. Within the mobile app, all your ideas are available, even when offline.
Ideas for your next work project? Quotes that inspire you? Put them in the right place so you never lose them.
Start
47 ideas
Start
75 ideas
My Stashes
Join
2 Million Stashers
4.8
5,740 Reviews
App Store
4.7
72,690 Reviews
Google Play
Ashley Anthony
This app is LOADED with RELEVANT, HELPFUL, AND EDUCATIONAL material. It is creatively intellectual, yet minimal enough to not overstimulate and create a learning block. I am exceptionally impressed with this app!
“
Sean Green
Great interesting short snippets of informative articles. Highly recommended to anyone who loves information and lacks patience.
“
Shankul Varada
Best app ever! You heard it right. This app has helped me get back on my quest to get things done while equipping myself with knowledge everyday.
“
samz905
Don’t look further if you love learning new things. A refreshing concept that provides quick ideas for busy thought leaders.
“
Laetitia Berton
I have only been using it for a few days now, but I have found answers to questions I had never consciously formulated, or to problems I face everyday at work or at home. I wish I had found this earlier, highly recommended!
“
Jamyson Haug
Great for quick bits of information and interesting ideas around whatever topics you are interested in. Visually, it looks great as well.
“
Giovanna Scalzone
Brilliant. It feels fresh and encouraging. So many interesting pieces of information that are just enough to absorb and apply. So happy I found this.
“
Ghazala Begum
Even five minutes a day will improve your thinking. I've come across new ideas and learnt to improve existing ways to become more motivated, confident and happier.
“
Read & Learn
20x Faster
without
deepstash
with
deepstash
with
deepstash
Access to 200,000+ ideas
—
Access to the mobile app
—
Unlimited idea saving & library
—
—
Unlimited history
—
—
Unlimited listening to ideas
—
—
Downloading & offline access
—
—
Personalized recommendations
—
—
Supercharge your mind with one idea per day
Enter your email and spend 1 minute every day to learn something new.
I agree to receive email updates