In 2008, I joined CollabNet and became one of Marketo’s first 100 customers. Over the next few years, I worked with my CEO and VP of Finance to determine the key performance indicators we wanted and how to get them. Once we had marketing automation, there was a drive to make marketing’s initiatives measurable, be able to quickly and effectively assess the health of our lead database, and — ultimately — forecast with sales based on marketing’s efforts. We spent a lot of time figuring out what we needed to measure — and even longer trying to get our systems to provide us with the data.
My next career step was to begin work at an agency where, for five years, I worked with companies from start up to SMB to global enterprise. Even in their early stages of adoption, companies realized that with marketing automation, everything changed. Measurements became required instead of nice to have, and data-driven assessment of marketing activities became the standard. But at the same time, getting there was hard.
This was eight years ago. Unfortunately, it’s still hard for most companies to effectively measure their marketing efforts today.
Marketers spend hours — sometimes days —getting reports in order to try and measure how they’re doing and where to make changes. They still want to determine where to put investments and where to cut, while still driving just as many opportunities at higher values. Many of them still don’t know what to measure, or once that’s decided, how to get that data. Once they have the data, they struggle to make good decisions from it.
Marketers still need better ways to measure which programs work, see which channels drive leads and drive business, and understand their funnel to the point of being able to forecast what will happen when they make changes to their marketing mix.
This is why I’m so thrilled to join the BrightFunnel team. I’m enthusiastic because:
- I get to use the product. Leading the marketing team, I’m going to need to use BrightFunnel myself. I’m going to get the metrics I need to make good, data-driven decisions to be the best marketer I can be for BrightFunnel.
- I get to help drive the product. I’m going to be a key customer, who’s able to be partner with the product team and let them know what I’m looking for.
- I’m going to market to my peers. As a marketer, I know what I need. Those are the same things our customers will need, so I’ll be messaging to people like myself, including friends and colleagues. That’s a huge opportunity to do good work.
- I’m going to see what our prospects and customers need. Working with our sales and customer success teams, I’ll have the ability to educate them about what people like me need, helping to make them more effective in helping marketers reach their measurement goals.
- I can expand the story. At CollabNet, I collaborated with our CEO and our VP of Finance. It’s not just marketing that needs metrics, nor is it sales and marketing. Finance executives would love to know how changing marketing budgets will affect gross income. CEOs and executive boards want forecasts not just from sales, but from marketing.
I really care about helping marketers become more effective and better at their jobs. After preaching the importance of measurable marketing for almost a decade and seeing so many companies struggle to figure out which metrics they need and how to get them, I get to help a company drive and expand upon a product that has the potential to solve these challenges for B2B companies.