The CFO Show ROI Roadmap: Business Partnering Strategies for Finance and Marketing
Mar 26, 2024
Ruth Zive, CMO of LivePerson, shares her expertise on fostering cooperation between marketing and finance to drive growth. She emphasizes the importance of data-driven decisions and real-time metrics for successful B2B SaaS strategies. Ruth discusses the value of marketing experience in finance roles and highlights the need for a designated finance partner. She also touches on the challenges of measuring brand impact, collaborative cost-cutting strategies, and the role of AI in enhancing customer experience, making a compelling case for effective business partnerships.
AI Snips
Chapters
Books
Transcript
Episode notes
Marketing’s Dual Mission
- Marketing serves two core roles: provide pipeline coverage for sales and build brand awareness as air cover for deals.
- A strong brand increases win rates and supports pipeline goals.
Set Data-Driven Stretch Targets
- Set stretch, data-driven targets each quarter and measure progress in real time to enable course correction.
- Use data as the foundation for marketing decisions while preserving creative judgement.
Evaluate Channels By Three Metrics
- Partner with finance to get channel-level data on lead volume, conversion to pipeline, and cost per lead before allocating spend.
- Reallocate investments toward channels that show the best performance on those three metrics.
