The Marketing Millennials How To Market Marketing Internally with Steve Stano, B2B & SaaS Marketing Leader | Ep. 331
Jul 11, 2025
Steve Stano, a marketing leader at Morgan Stanley, shares insights on transforming perceptions of marketing within organizations. He highlights the importance of using data to articulate marketing’s value as a growth driver rather than a cost center. The conversation delves into modern account-based marketing tactics, emphasizing nurturing relationships over traditional lead tracking. Stano also discusses the necessity for quality engagement metrics and effective internal storytelling to align marketing with corporate objectives. Tune in for actionable strategies that can benefit marketers at any level.
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Marketing's Value Is Often Understood Poorly
- Only 40% of CMOs strongly agree that marketing's value is understood, down from over 50% the previous year.
- The key to marketing's growth role is proving long-term impact, using a clear narrative and relevant metrics.
Use Internal Meetings to Showcase Impact
- Host monthly marketing meetings with business leaders to share key updates and align on impact.
- Focus reporting on intent signals and actionable next steps for sales to demonstrate marketing's contribution.
Customize Marketing Language for Audiences
- Tailor marketing messages to each department's priorities and language to better engage them.
- Sales cares about account engagement; finance focuses on budget efficiency and ROI.