“It’s a wonderful time to be a CMO in the B2B world,” suggested Margaret Molloy, in a recent Forbes article. The role is rapidly changing and those marketers who can lead the change are poised to have significant impact. Prior to joining Optanix as CMO, Melissa Puls, as CMO of Progress, helped generate more than 75,000 new qualified leads, resulting in $35M incremental pipeline creation and $17M new revenue for the company. I was fascinated by the degree of specificity with which she could articulate her department’s top- and bottom-line impact. Below is an excerpt from the interview with Puls regarding how she transformed marketing at Progress to create a more accountable function.
Kimberly Whitler: The leads / revenue increases you helped generate at Progress are impressive. Can you elaborate on what you did, how you measured the impact, and the results you’ve achieved?
Melissa Puls: Essentially, I changed the systems and processes by which we marketed. I worked with key peers (e.g., Sales, GMs, etc.) to create a whole new process to drive accountability by function and individual. To do this, we had to put a more rigorous process in place. I’ll explain how the process works now. The very first thing that we do as a team is to break down the firm-level objectives to assign quotas by function. This is then broken down and assigned to individuals within functions. We sync these quotas up to specific sales objectives by product line and project. The objective is to align the sales objectives with marketing and to ensure that we are working together to achieve company goals.