The Revenue Marketing Report

Reporting to Execs: The Numbers That Count

Jul 16, 2024

Justin Norris, Director of BDR and Marketing Operations at 360Learning and host of RevOps FM, shares his journey through the executive landscape. He discusses why traditional metrics like MQLs may be obsolete and emphasizes the importance of tailored reporting for executives. The conversation dives into effective collaboration between marketing and sales teams, exploring how qualitative data and AI can transform customer insights. Norris also highlights the need for continuous learning and adaptation in B2B marketing to drive relevant decision-making.

35:48

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Justin Norris

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Episode notes

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Quick takeaways

Focusing on high-level metrics like pipeline health and revenue outcomes is essential for effective executive communication and decision-making.

Regular data review meetings cultivate accountability and help teams align marketing performance with broader business objectives through actionable insights.

Deep dives

Understanding RevOps

Revenue operations is an expansive field that requires knowledge of various go-to-market functions beyond marketing alone. The host discusses the importance of understanding the health and effectiveness of all departments involved in revenue generation, including sales, customer success, and product teams. This comprehensive approach allows revenue operations professionals to learn from different perspectives and improve collaboration between departments. By fostering a broader understanding, one can gather insights that enhance overall revenue strategy.

Intro

3min

Navigating Revenue Operations

11min

Understanding MQLs and the Impact of External Factors on Marketing

3min

Evolving Marketing and Sales Collaboration

4min

Metrics that Matter in Marketing

12min

Unlocking Customer Insights Through Qualitative Data

3min

Justin Norris, host of the RevOps FM Podcast and Director of BDR and Marketing Operations at 360Learning, joins our host, Camela Thompson, Go-To-Market Thought Leader and B2B Insights Expert, in this episode of the Revenue Marketing Report. Justin shares his insights and how years of experience sitting at the executive table representing marketing changed his views about which numbers matter most and why. They also geeked out over why MQLs are evil, how to build a ritual around data, and why B2B ops and marketing should focus more on learning from one another.

Gartner’s findings on B2B marketing’s use of insights: https://www.gartner.com/en/newsroom/press-releases/2022-09-15-gartner-survey-reveals-marketing-analytics-are-only-influencing-53-percent-of-decisions

Justin’s podcast, RevOps FM: https://revops.fm/

Justin’s LinkedIn profile: https://www.linkedin.com/in/justinnorris/

And for more great content like this, check out CaliberMind.com