Nicolai Zerlang’s Post

Marketing that the boardroom actually values . . . As a Head of Marketing, you’re under constant pressure to deliver results that go beyond vanity metrics. The board doesn’t want to hear about clicks, impressions, or even engagement rates—they want to know how your efforts are driving revenue, supporting growth, and shaping the future of the business. And let’s be honest, proving that value isn’t always straightforward. It requires more than great campaigns or eye-catching branding. It’s about the outcomes the business feels and the results the leadership team can take to the bank! Here’s the shift we're seeing successful marketing leaders make: 📌 Strategic Alignment: Every campaign, initiative, or channel aligns directly with overarching business goals. It’s not about doing more—it’s about doing what matters. 📌 Focus on Quality: Forget chasing every lead or launching endless campaigns. The focus is on high-value initiatives that bring in prospects ready to convert and add genuine value to the pipeline. 📌 Sales as Partners: The strongest marketing teams work hand-in-hand with sales, creating a seamless handover that nurtures leads and accelerates conversions. When marketing and sales are aligned, the whole business wins. 📌 Data-Driven Decision Making: Leveraging insights, tracking the right metrics, and telling the story behind the numbers make it easier for the boardroom to see the impact. The days of marketing being viewed as a COST CENTRE should be over! Marketing should be the driver of business growth, innovation, and customer connection—and then the results will speak for themselves! Are you ensuring your marketing efforts lead to tangible, measurable outcomes that the boardroom values? #MarketingLeadership #DrivingResults #BusinessGrowth

“… marketing leaders must evolve into strategic contributors whose insights drive core business results.” “… marketing needs to reframe its purpose within the organization. Marketing should not be a support function measured solely by campaign metrics. Instead, it should be positioned as a strategic driver of growth and long-term value. The more CMOs align their objectives with financial goals, the more they amplify their impact and build credibility at the executive table, where critical decisions are made. For marketing leaders, this means demonstrating how their strategies contribute to broader business outcomes — whether through increasing customer lifetime value, enhancing market share or accelerating revenue growth.” I’ll leave these two quotes and avoid further editorial. I have strong views that support these statements. Glad to engage 1 on 1 with proof points (on why) and solutions (that drive business success). https://lnkd.in/eRxyTUu4

↗ How strategic is your marketing in reality? Does it align with and underpin your overall corporate strategy? 🤲 Is it really a strategy or just a bunch of misaligned tactics? 🥐 I am a bit of a fan of the Marketoonist for astute observations of the realities of marketing and the marketing function. Your marketing approach should be more than a group of different tactics- 'let's create a new marketing newsletter' as a solution to all marketing issues being my personal favourite in recent times. If you are interested in building out a proper holistic and strategic big picture view of your overall marketing approach, which then also dives down into tactical, actionable steps over the year required to deliver on objectives, then it's time we talked! Contact me at contact@guidepostmarketing.co.uk for more information about your strategic marketing requirements for your B2B organisation. #B2Bmarketing #Marketingstrategy #SMEbusiness #fractionalCMO

We're certainly biased but I think the best growth is through the lens of marketing. The companies that are leaning on marketing for growth are 2X more likely to have greater than 5 percent annual growth. Still, it' a challenge. Only 10% of Fortune 250 CEOs have marketing experience. The CEO / CMO relationship needs to deal with these issues: 1. The ability to define the role of marketing within a CEO's strategy. 2. Understanding the levers of modern marketing capabilities. 3. Measure impact: Linking marketing activities to business outcomes. Our favourite passage: "I view the CMO as the chief customer advocate, because that person’s role is to go across the company to advocate, to make it easier for the customer to do business with the company." This is a great read (or listen).

Stepping into a marketing leadership role can feel like navigating a new galaxy 🌌—exciting yet daunting. The secret to making a stellar impact? Quick wins that resonate across the organization.🚀 Here’s how to leave your mark and build instant credibility: 1. Insightful Customer Conversations 🗣️: Dive deep with 10 customers and unearth an insight that’s been overlooked. This fresh perspective can be a game-changer, illuminating new paths for strategy and engagement. 2. AdWords Audit🔍: Intent is king in terms of search. Scrutinize your AdWords spending with a detective’s eye. Are you investing in searches that truly align with your audience's intentions? Sometimes, less is more—especially if it means stopping the cash flow on clicks that don’t convert. 3. The Power of One Email ✉️: In a world flooded with digital noise, one exceptionally crafted email can cut through the clutter. Engineering sectors, in particular, often have gold mines of engaged contacts just waiting for that spark of relevance. Find it, and ignite engagement. 🔥 4. Consultant Conductor🎼: You know that one consultant who’s worth their weight in gold? Bring them on board, even if it’s just for a brief symphony. Let their expertise shine on a targeted project, delivering high-impact results that can shift your marketing strategy’s rhythm. Great marketing isn’t just about broad, sweeping gestures; it’s about strategic, well-timed moves that resonate on a deeper level. These quick wins aren’t just about gaining immediate results; they’re about laying the groundwork for sustained success and demonstrating the profound impact marketing can have across every corner of the organization. #MarketingLeadership #QuickWins #StrategicImpact #B2BMarketing #AkheleashRaghuramMarketing #ARM

Often, CEOs see their marketing teams struggle but don't understand why. And the 'struggle' looks like this: -Marketing efforts not aligned with business outcomes. -Lack of proper expertise and headcount. -Marketing is seen only as a cost center. -Excessive focus on vanity metrics. The culprit? Inconsistent marketing strategies If these issues aren't addressed, the consequences can be severe: -Market share loss. -High turnover and low team morale. -Financial waste with little return on investment. So we stripped away unnecessary tactics and focused on what truly impacts our business goals. And we ended up with a leaner, more effective marketing strategy. Here's what it looks like: 1. Ask the Right Questions -Who would be affected if this part of your marketing strategy was cut? -What would double the impact with half the effort look like for your team? 2. Build a Cross-Functional Team -Assemble a team that covers various marketing disciplines. -This improves stability and reduces turnover. 3. Align Marketing with Business Goals -Focus only on marketing activities that directly support business objectives. -This ensures every effort contributes positively to the bottom line. 4. Prioritize Impactful Activities -Use a complexity impact matrix to decide where to invest time and resources. --This emphasizes activities that offer the most significant return. Implementing these strategies transforms marketing from a cost center to an asset Connect with us today to streamline your marketing and see real results: https://lnkd.in/gMP-Umkw

I love this. In the early days of the tech rush (I'm talking mid-90s here), marketing was often treated as an afterthought. "Booth bunnies," anyone? It took a critical mass of product marketing roles (many of whom came from product management) to bring technology marketing on par with a more industry-standard definition of marketing: positioning, competitive analysis, gtm strategy, messaging, promotion.

I have always felt that more CMOs should be CROs, often reserved for only sales leadership. CMOs have an incredibly broad and diverse set of skills and tools to drive demand that I just don’t think most sales leaders understand and can translate as effectively. Seems I’m not the only one who thinks this way after reading this post. What do you think? #cro #cmo #revenueteam

Marketing leaders do you ever wonder if your GTM efforts are truly making a difference? You're not alone. In the world of B2B, cutting through the noise isn't just about being louder; it's about being smarter—especially with how you measure success. This is why we love our people first approach to GTM metrics: ➟ Velocity: Speed matters, but direction does too. Are you moving towards your audience? ➟ Value: Beyond dollars, what value are you creating in the lives of your customers? ➟ Cost: Investment is necessary, but where is it taking you in terms of relationships? ➟ Volume: Not just numbers, but voices. How many are talking about your brand? ➟ Conversion Rates: It's not about the 'yes' or 'no.' It's the 'why' and 'how.' Why does a people first approach matter? Because the key to marketing success is understanding humans. You don't need a customer base. You need a community. Because at the end of the day, business is about people. Your metrics should reflect that.

Winning trust from skeptical stakeholders in marketing requires a strategic approach. Here's a step-by-step plan to help you build trust and confidence: 1. *Understand their concerns*: Listen actively and acknowledge their worries. 2. *Provide data-driven insights*: Share relevant data, research, and industry trends to support your new approach. 3. *Clearly articulate the benefits*: Explain how the new approach will address their concerns and drive business growth. 4. *Showcase successful case studies*: Share examples of similar approaches that have yielded positive results. 5. *Offer a phased implementation*: Propose a gradual rollout to test and refine the approach. 6. *Establish measurable KPIs*: Set clear, trackable goals to evaluate success. 7. *Foster open communication*: Regularly update stakeholders on progress and address any concerns. 8. *Lead with transparency*: Be honest about challenges and lessons learned. 9. *Demonstrate flexibility*: Be open to adjusting the approach based on feedback and results. 10. *Celebrate small wins*: Share early successes to build momentum and confidence. By following these steps, you can effectively address stakeholders' concerns, build trust, and create a supportive environment for your new marketing approach.