Full-Funnel B2B Marketing Show Episode 108: How to Make the CFO Say YES to Your Marketing Budget with Amber Bogie
Mar 20, 2023
41:39
In this episode we'll share with Amber Bogie from Reachedesk, with you how to make the CFO say YES to your marketing budget. By understanding how to pitch your marketing budget to your CFO, you'll be able to get the funding you need to achieve your marketing goals.
We are covering:
- How to present and justify marketing investments
- The reports and numbers CFOs are looking for
- How to improve marketing & CFO relationship
RESOURCES
On-Demand B2B Marketing Courses: https://fullfunnel.io/b2b-marketing-c
Full-Funnel Insider - A Marketing Newsletter For B2B Marketers: https://fullfunnel.io/marketing-newsl
Join our community for B2B marketers - The Trenches: https://sendfox.com/trenches
Upcoming events: https://lu.ma/fullfunnel/events
Full-Funnel Marketing Content Hub: https://fullfunnel.io/blog
SHORT SUMMARY
๐๐จ๐ฐ ๐ญ๐จ ๐ฃ๐ฎ๐ฌ๐ญ๐ข๐๐ฒ ๐ฆ๐๐ซ๐ค๐๐ญ๐ข๐ง๐ ๐ข๐ง๐ฏ๐๐ฌ๐ญ๐ฆ๐๐ง๐ญ๐ฌ.
๐๐ ๐ฒ๐จ๐ฎ ๐ฐ๐๐ง๐ญ ๐ญ๐จ ๐ฉ๐ฎ๐ซ๐๐ก๐๐ฌ๐ ๐ง๐๐ฐ ๐ฌ๐จ๐๐ญ๐ฐ๐๐ซ๐:
- Ask for a trial
- Run a pilot campaign or create a process/automate existing process
- Document it
- Show positive signals
- Connect outcomes to revenue.
E.g. Sales enablement software helped to identify engagement from the target account. Sales sent timely follow-up and booked a meeting with a target decision-maker and champion.
๐๐ ๐ฒ๐จ๐ฎ ๐ฐ๐๐ง๐ญ ๐ญ๐จ ๐ซ๐ฎ๐ง ๐ ๐ง๐๐ฐ ๐ฆ๐๐ซ๐ค๐๐ญ๐ข๐ง๐ ๐ฉ๐ซ๐จ๐ ๐ซ๐๐ฆ:
- Start on a shoestring budget and track positive signals
- Document it
- Compare to other programs and explain what goals it helps to achieve or what challenges it solves
- Make a forecast demonstrating the impact on sales pipeline velocity or revenue
๐๐ ๐ฒ๐จ๐ฎ ๐ฐ๐๐ง๐ญ ๐ญ๐จ ๐๐ซ๐ข๐ง๐ ๐๐ง ๐๐ ๐๐ง๐๐ฒ:
- Ask the agency to dive deeply into your business and come up with a personalized program, not a standard offer
- Document the responsibilities of an agency
- Make a forecast with the agency demonstrating the impact on sales pipeline velocity or revenue
- Compare agency costs to salaries of in-house marketers
The moral of the story:
Tie every investment to revenue.
Amber on Linkedin: https://www.linkedin.com/in/amber-bogie/
We are covering:
- How to present and justify marketing investments
- The reports and numbers CFOs are looking for
- How to improve marketing & CFO relationship
RESOURCES
On-Demand B2B Marketing Courses: https://fullfunnel.io/b2b-marketing-c
Full-Funnel Insider - A Marketing Newsletter For B2B Marketers: https://fullfunnel.io/marketing-newsl
Join our community for B2B marketers - The Trenches: https://sendfox.com/trenches
Upcoming events: https://lu.ma/fullfunnel/events
Full-Funnel Marketing Content Hub: https://fullfunnel.io/blog
SHORT SUMMARY
๐๐จ๐ฐ ๐ญ๐จ ๐ฃ๐ฎ๐ฌ๐ญ๐ข๐๐ฒ ๐ฆ๐๐ซ๐ค๐๐ญ๐ข๐ง๐ ๐ข๐ง๐ฏ๐๐ฌ๐ญ๐ฆ๐๐ง๐ญ๐ฌ.
๐๐ ๐ฒ๐จ๐ฎ ๐ฐ๐๐ง๐ญ ๐ญ๐จ ๐ฉ๐ฎ๐ซ๐๐ก๐๐ฌ๐ ๐ง๐๐ฐ ๐ฌ๐จ๐๐ญ๐ฐ๐๐ซ๐:
- Ask for a trial
- Run a pilot campaign or create a process/automate existing process
- Document it
- Show positive signals
- Connect outcomes to revenue.
E.g. Sales enablement software helped to identify engagement from the target account. Sales sent timely follow-up and booked a meeting with a target decision-maker and champion.
๐๐ ๐ฒ๐จ๐ฎ ๐ฐ๐๐ง๐ญ ๐ญ๐จ ๐ซ๐ฎ๐ง ๐ ๐ง๐๐ฐ ๐ฆ๐๐ซ๐ค๐๐ญ๐ข๐ง๐ ๐ฉ๐ซ๐จ๐ ๐ซ๐๐ฆ:
- Start on a shoestring budget and track positive signals
- Document it
- Compare to other programs and explain what goals it helps to achieve or what challenges it solves
- Make a forecast demonstrating the impact on sales pipeline velocity or revenue
๐๐ ๐ฒ๐จ๐ฎ ๐ฐ๐๐ง๐ญ ๐ญ๐จ ๐๐ซ๐ข๐ง๐ ๐๐ง ๐๐ ๐๐ง๐๐ฒ:
- Ask the agency to dive deeply into your business and come up with a personalized program, not a standard offer
- Document the responsibilities of an agency
- Make a forecast with the agency demonstrating the impact on sales pipeline velocity or revenue
- Compare agency costs to salaries of in-house marketers
The moral of the story:
Tie every investment to revenue.
Amber on Linkedin: https://www.linkedin.com/in/amber-bogie/