Presentation deck from my Demandbase Marketing Innovation Summit presentation, April 6, 2017 in San Francisco

1. Profit Center
Marketing
How to focus your objectives, actions & culture around
revenue-producing activity and results
Matt Heinz, President
Heinz Marketing

2. Housekeeping
•Feel free to madly scribble notes, but you can also have a copy of this deck
•You can also have (for free!) copies of:
•Full Funnel Marketing (my latest book)
•Our buyer journey mapping template
•My award-winning* bacon recipe
•Just send email to matt@heinzmarketing.com (or bring me a business card)
noting what you want

3. SLIDE 3
I am serious about the bacon

4. SLIDE 4
Profit Center Marketing

5. SLIDE 5
Or keep doing the alternative:

6. SLIDE 6
What they think of you

7. SLIDE 7

8. SLIDE 8
What about control?

9. SLIDE 9
Sales & marketing = the same objective

10. SLIDE 10

11. SLIDE 11

12. SLIDE 12
>

13. SLIDE 13
>

14. SLIDE 14
A widening gap between investment & ROI
According to CEB:
45% of B2B marketing budgets go to content
84% of marketers expect to increase content spend
Only 45% of marketers think content marketing is working
66% of marketers can’t connect content metrics & business metrics

15. SLIDE 15
Five keys to profit center marketing
 Do the math (quantify what success looks like)
 Create a clear customer profile
 Map the sales and buying process
 Embrace revenue responsibility
 How will you measure it?

16. How to develop a
“strategic plan”
16

17. SLIDE 17
Creating Traction

18. SLIDE 18
A Culture of Failure

19. SLIDE 19
Competing
against
your future
self

20. SLIDE 20
Questions your CEO should be asking
Show me your model1
What problem are you solving and for whom?2
Who is your target customer and why?3
What is your sales process?4
Who is selling for you and how are you measuring & managing them?5
How are you going to generate leads?6
How are you going to decrease acquisition costs over time?7

21. SLIDE 21
Seven traits of outstanding full-funnel marketing professionals

22. SLIDE 22
1
Revenue
Responsibility

23. SLIDE 23
Revenue responsibility in practice
Quick sales vs. lifetime value
Good sales vs. bad sales
 Expensive customers, higher churn likelihood
Can you buy a beer with it?
Business vs. commission check mindset

24. SLIDE 24
2
Focus

25. SLIDE 25
Attributes of a focused marketer
Daily plan
Evening evaluation & recalibration
Minimized distractions
Effective triage
Distraction management (internally & externally)

26. SLIDE 26
3
Customer
Centric

27. SLIDE 27 27
This doesn’t write checks!

28. SLIDE 28
They did it.
4
Personal
accountability

29. SLIDE 29
Accountability means…
Transparency
Constructive criticism & improvement
Macro & micro calibrations
Proactive adjustments
Daily discipline

30. SLIDE 30
5
Technology
competence

31. SLIDE 31
Is your tech helping or hurting?
What problem does it solve?
What does it automate or accelerate?
What is your system or process?
Can it scale beyond you?

32. SLIDE 32 32
Key #1: Start with the problem & outcome

33. SLIDE 33
5
Agile mentality

34. SLIDE 34
What is your tolerance for chaos?
Speed and focus amidst change
Quick recalibration & new game plan development
The power of humility

35. SLIDE 35
Empathy

36. SLIDE 36
What empathy means…
For your peers
For your sales organization
For other departments
For your customers
What is important to THEM?

37. SLIDE 37
Keys to Profit Center Marketing
1. Objectives & Alignment
2. Reporting
3. Culture
4. OODA Loops
5. Transparency & Empathy
6. Accountability

38. SLIDE 38
For discussion:
 Where are the weak points in your Profit Center Marketing execution?
 Do you have a revenue-accountable culture in your marketing
organization?
 Do your peers see it the same way as you?
 Pros/cons of your relationship with:
 CFO
 CEO
 Board
 Head of Sales

39. SLIDE 39
Final Thoughts
 Even if you madly scribbled notes, you can also have a copy of this deck
 You can also have (for free!) copies of:
 Full Funnel Marketing (my latest book)
 Our buyer journey mapping template
 My award-winning* bacon recipe
 Just send email to matt@heinzmarketing.com (or bring me a business
card) noting what you want

40. Thank You!
Matt Heinz
President, Heinz Marketing
@heinzmarketing
matt@heinzmarketing.com