Tying marketing to measurable results — Mark Stouse // Proof Analytics

Mark Stouse, CEO of Proof Analytics, talks about analytics and marketing mix modeling. We often get so caught up with operational KPIs that we lose sight of our revenue goals as marketers. Furthermore, to determine the impact of our marketing efforts, we must be able to measure our results. Today, Mark discusses tying marketing to measurable results.
About the speaker

Mark Stouse

Proof Analytics

 - Proof Analytics

Mark is the CEO of Proof Analytics

Show Notes

  • 02:37
    The relationship between marketing and sales
    The mission of marketing is to help sales sell more products to more customers. However, while sales is linear, the same approach cannot be applied to marketing as it is non-linear.
  • 04:30
    Identifying revenue
    Start with context and ask the questions you need answers to. Then, move into the content and data to identify what you should ultimately be measuring.
  • 07:08
    Driving business growth by closing deals faster
    Shortening the time it takes to sell a product or service increases the cash flow throughout a company. Moving deals through the sales pipeline faster increases the deals velocity.
  • 09:46
    Ways to tie marketing efforts to measurable results
    Key variables to consider here include your ideal customer portrait (ICP) and the total addressable market. Ideally, it boils down to understanding your audience deeply.

Quotes

  • "If youre a large enterprise B2B company, whatever it is that you're selling, time is money. And, if you can increase the throughput, you can increase the average deal velocity." -Mark Stouse, CEO, Proof Analytics

  • "If you want to have a million people listening to your podcast, you have to make that podcast about something that a million people listen to on a regular basis." -Mark Stouse, CEO, Proof Analytics

  • "If you start from the position of a marketer, or a salesperson, or a finance person,you'll miss the point." -Mark Stouse, CEO, Proof Analytics

  • "Many small businesses are doing great because they understand their ideal customer portrait and what portion of their total addressable market they want to get. Those two variables are really key." -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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