You need to incorporate reporting into your skillset, and it’s not as scary as you think. There’s a lot that makes you qualified to produce reports, even if you don’t feel like an expert. Marketers, particularly in smaller companies, need to learn enough to be dangerous.
Naomi runs Marketing Operations at EFI and recently added a new Marketing Operations Specialist to her team. She joins to the show to share how marketers can stand out in their first job, the attributes that allow you to succeed and the 3 things that all marketing ops pros have in common.
You need a good MQL model so that marketing leads make it to sales and get followed up. There are a lot of ways to define MQLs and pass them over. It’s very common to have a lead scoring model, and it’s the best way to get to build a scalable, highly automated lifecycle. But let’s actually examine the journey that gets us to a scoring model and benefit from critically thinking about why it’s the best model.
It is so easy to go down rabbit holes when revamping or deploying a lifecycle model. Be very careful not to overthink your lifecycle by creating too many microstages, or by over automating elements of the customer journey or sales process.
Set yourself up for long term success with a solid Lifecycle program. Not only does it help you exert control and mastery over your reporting, it provides a framework for having tough discussions between sales & marketing.
Lauren Sanborn is a force of nature. She’s a world class marketing ops professional who’s accomplished amazing things. She’s currently Director of Revenue Operations at CallRail.