Who Wants to Grow Revenue

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Who Wants To Grow Revenue?

By: Jon Miller
2007-02-19

Who wants to grow revenue? CMOs do, at least according to a survey by Red Herring that asked senior marketers "What Keeps CMOs up at Night?"

The survey was conducted a part of Red Herring's CMO Conference, held Feb 4-6, 2007.

According to the survey, the number one strategic issue this year is revenue generation. The complete list of crucial challenges is:

CMOs said they are doing a better job earning a seat at the revenue table by being a business partner to the CEO, and acting more like a COO of the business than a SVP of Marketing. However, the heat is still on to prove marketing's value: 81% of CMOs said they feel high or very high pressure to prove their value to the CEO.

Download the Red Herring Second Annual CMO Survey.

Other Highlights from the Red Herring CMO Conference

BtoB Magazine published an excellent summary of the conference in a recent article titled CMOs feel the heat from the C-suite. In particular, two speakers focused on the importance of tying marketing activities to bottom-line results.

Lauren Flaherty, CMO of Nortel Networks: "The work of the CMO has to align to the CEO's objectives. You have to measure whatever you can and benchmark. I have completely reoriented the marketing approach to be more predictive."

John Gunn, VP-global marketing at Aladdin Knowledge Systems: "The biggest fundamental change is that heads of marketing must now become full business people if they want to have a place at the executive table." He also said most CEOs come from a financial background, so CMOs need to increase their focus on the financial side of the business.

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Tag: CMO, Revenue, Red Herring

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About the Author:
Jon has over 11 years of experience helping marketers with innovative technology solutions. He is current VP Marketing and co-founder of Marketo, a provider of easy to use on-demand marketing automation solutions that help B2B marketers drive and track revenue. Before co-founding Marketo, Jon was a vice president at Epiphany, where since 1999 he led overall product strategy and direction for Epiphany's industry leading marketing automation applications. He has also worked as a CRM strategist at Exchange Partners and as a strategic consultant for Gemini Consulting. Jon graduated Magna Cum Laude in Physics from Harvard College and has an MBA from Stanford Graduate School of Business.


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