Emergence of the CRO — Doug Bell // LeanData
- Part 1 Emergence of the CRO — Doug Bell // LeanData
- Part 2Is Rev Ops a thing for marketers? — Doug Bell // LeanData
- Part 3Why B2B SaaS companies create podcasts — Doug Bell // LeanData
Show Notes
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02:44The future of the CMO roleThe CMO role is not going to disappear from marketing. While the title may go away, the CMO role will simply fold under the CROs.
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03:54The trend of sales taking over marketing and customer successThe approach only works when youre looking for an efficient way to connect the dots between what marketing and sales are doing. However, this approach does not drive growth.
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05:02Why the trend of sales taking over marketing and customer service wont lastCompanies have already tried and failed at it. This because such a move would do away with brand awareness, thought leadership, and anything outside revenue generation.
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07:08Connection of data across marketing, sales, and CS stacks and CRO enablementSales leaders now have access to all the necessary data for success. But, theyll usually be more likely to prioritize short term growth over long term growth, unlike great marketers.
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09:54Traits of a good, modern CROCROs that will be able to do a good job today are driven by data, and love processes. Essentially, they dont just think about short term goals, and are problem solvers.
Quotes
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"Forrester and Gartner say that, over time, the CRO is going to subsume marketing as a function. So it's going to be one big old revenue organization." -Doug Bell, CMO, LeanData
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"A study we recently completed at LeanData, about the state of lead management for B2B organizations found that 51% of companies are struggling with growth." -Doug Bell, CMO, LeanData
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"When the CRO absorbs the marketing function, brand awareness, identity, thought leadership, will all get dropped. And when they cut those, two years later, the CROs fired." -Doug Bell, CMO, LeanData
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"15 years ago, the rage was sales and marketing leadership. The VP of marketing and sales were combined, and it blew up." -Doug Bell, CMO, LeanData
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"Really good marketers are great at balancing short term and long term growth. CROs are going to be about short term growth." -Doug Bell, CMO, LeanData
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"The folks I think can carry the water, and subsume marketing, are very data-driven, extremely pragmatic, and they love process. Theyre ultimately architects and problem solvers." -Doug Bell, CMO, LeanData
- Part 1 Emergence of the CRO — Doug Bell // LeanData
- Part 2Is Rev Ops a thing for marketers? — Doug Bell // LeanData
- Part 3Why B2B SaaS companies create podcasts — Doug Bell // LeanData
Up Next:
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Part 1Emergence of the CRO — Doug Bell // LeanData
Doug Bell, LeanData CMO, discusses the rise of CROs and the importance of rev ops to marketers. There’s no denying that lines between marketing and sales have blurred considerably over the years. With the emergency of the CRO role, should CMOs be worried that they won’t have a job very soon? Today, Doug talks about the emergence of Chief Revenue Officers.
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Part 2Is Rev Ops a thing for marketers? — Doug Bell // LeanData
Doug Bell, LeanData CMO, discusses the rise of CROs and the importance of rev ops to marketers. Rev Ops connects the data between sales, marketing, customer success to make sure people are operating efficiently. Does this function truly unify the organization’s operations, or is it simply wishful thinking? Today, Doug talks about RevOps’s potential for marketers
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Part 3Why B2B SaaS companies create podcasts — Doug Bell // LeanData
Doug Bell, LeanData CMO, discusses the rise of CROs and the importance of rev ops to marketers. Wherever Doug Bell can take an activity that allows for the creation of short-term and long-term growth, he’ll do it. The Revenue Generator podcast is LeanData’s solution for brand awareness and demand generation. Today, Doug talks about why he decided to start a daily podcast.
Play Podcast
