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Original URL: https://contentmarketinginstitute.com/articles/insights-metrics-buyin-cmo/
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Use Your Marketing Powers To Tell Stories That the C-Suite Wants To Hear [Video]

Use Your Marketing Powers To Tell Stories That the C-Suite Wants To Hear


You’ve likely been in some variation of this conversation.

“I know marketing’s important, but I don’t believe it’s moving the business — producing velocity, pipeline, and revenue.

“You have 90 days to convince me (the CFO) and the CEO to change our minds. If marketing is not able to support the business, we will cut the budget by 80%.”

Thad Kahlow and Rashmi Vittal, executives of the BOL Agency, shared that true story from their clients during their presentation, Insights and Metrics That Matter: Speak the Language of the CMO, at the Content Marketing World conference.

BOL took on the challenge facing the CMO. Working with the company, they connected all the marketing budget to the buyer’s journey. At the next meeting with the CFO, marketing explained that over the last six months, it was responsible for 54% of net new opportunities that translated to $21.8 million in opportunities for the sales team to close.

Mic drop.

The CFO even asked what marketing could do with one more dollar.

“The CMO shifted the conversation from cost center and support to revenue generation and pipeline,” Thad shares.

And that was an aha moment for Thad and Rashmi, too. They turned the event into something bigger, helping marketers learn how to show they are growth drivers in a language that CFOs and CEOs understand.

Find out how to do it in the above video of their session from Content Marketing World 2024.

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Cover image by Joseph Kalinowski/Content Marketing Institute

Content Marketing Institute Team

Content Marketing Institute Team

The Content Marketing Institute team byline indicates this article reflects the collective work of the CMI team. CMI is a global marketing education and training organization dedicated to advancing the practice of content marketing. We create and curate content experiences that teach marketers and creators from enterprise brands, small businesses, and agencies how to attract and retain customers through compelling, multichannel storytelling. Global brands turn to CMI for strategic consultation, research, and training and certification, and send teams to Content Marketing World, the largest content marketing-focused event, the Marketing Analytics & Data Science (MADS) conference, and CMI digital events every year. Follow @CMIContent on Facebook, LinkedIn, and Instagram, and use the hashtag #CMWorld.