Marketing, innovation, & rev ops — Mark Stouse // Proof Analytics

Mark Stouse, CEO of Proof Analytics, talks about analytics and marketing mix modeling. Our world has changed considerably since 2020, and intuition-based marketing is a sure recipe for wasted time and resources. Marketers must take advantage of analytics and data to understand and thrive in our respective markets. Today, Mark discusses marketing innovation and rev ops.
About the speaker

Mark Stouse

Proof Analytics

 - Proof Analytics

Mark is the CEO of Proof Analytics

Show Notes

  • 02:20
    CMOs and time lag on marketing investments
    Generally, CMOs are in and out of organizations within 28 months. However, time lag makes it difficult to see the impact of their marketing investments before theyve left the company.
  • 05:41
    Balancing marketing channels as a CMO
    Diversification is key in terms of channel investments and how long those investments take to pay off. Investment choices should involve and rely on software.
  • 08:36
    Managing marketing mix modeling and analytics
    Identify and include all the changing factors into the model. Adjust the variables and create alternate scenarios based on performance against the forecast.
  • 12:26
    Companies and rev ops maturity
    Rev ops as a concept is fairly new and most companies havent really gone beyond marketing ops. Overall rev ops maturity varies by company and rev ops talent is difficult to find.
  • 14:23
    Data analytics and forecasting
    Analytics looks at the cause for relationships that exist between datasets. Data and analytics offer the only way to do reliable forecasting within a market.

Quotes

  • "We continue to see 24 to 28 months as being a normal in and out period for the average CMO." -Mark Stouse, CEO, Proof Analytics

  • "If the CMO has a number one enemy, it is time lag. Time lag is the invisible, unknown amount of time it takes for a given marketing investment to have an understandable impact." -Mark Stouse, CEO, Proof Analytics

  • "If you took your understanding of your performance in 2020 and used that to plan for 2021, you wouldve gotten more than half of it wrong." -Mark Stouse, CEO, Proof Analytics

  • "60% of what is impacting what you do is the stuff that you don't control. This could be what your competitors are doing, the macroeconomic picture, consumer confidence, weather, etc." -Mark Stouse, CEO, Proof Analytics

  • "Data by itself is always and only about the past. It is about what happened at this time and this place; it tells you nothing about why." -Mark Stouse, CEO, Proof Analytics

About the speaker

Mark Stouse

Proof Analytics

 - Proof Analytics

Mark is the CEO of Proof Analytics

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