Episode 108: How to Make the CFO Say YES to Your Marketing Budget with Amber Bogie

Full-Funnel B2B Marketing Show

In this episode we'll share with Amber Bogie from Reachedesk, with you how to make the CFO say YES to your marketing budget. By understanding how to pitch your marketing budget to your CFO, you'll be able to get the funding you need to achieve your marketing goals.
We are covering:
- How to present and justify marketing investments
- The reports and numbers CFOs are looking for
- How to improve marketing & CFO relationship
RESOURCES
On-Demand B2B Marketing Courses: https://fullfunnel.io/b2b-marketing-c
Full-Funnel Insider - A Marketing Newsletter For B2B Marketers: https://fullfunnel.io/marketing-newsl
Join our community for B2B marketers - The Trenches: https://sendfox.com/trenches
Upcoming events: https://lu.ma/fullfunnel/events
Full-Funnel Marketing Content Hub: https://fullfunnel.io/blog
SHORT SUMMARY
𝐇𝐨𝐰 𝐭𝐨 𝐣𝐮𝐬𝐭𝐢𝐟𝐲 𝐦𝐚𝐫𝐤𝐞𝐭𝐢𝐧𝐠 𝐢𝐧𝐯𝐞𝐬𝐭𝐦𝐞𝐧𝐭𝐬.
𝐈𝐟 𝐲𝐨𝐮 𝐰𝐚𝐧𝐭 𝐭𝐨 𝐩𝐮𝐫𝐜𝐡𝐚𝐬𝐞 𝐧𝐞𝐰 𝐬𝐨𝐟𝐭𝐰𝐚𝐫𝐞:
- Ask for a trial
- Run a pilot campaign or create a process/automate existing process
- Document it
- Show positive signals
- Connect outcomes to revenue.
E.g. Sales enablement software helped to identify engagement from the target account. Sales sent timely follow-up and booked a meeting with a target decision-maker and champion.
𝐈𝐟 𝐲𝐨𝐮 𝐰𝐚𝐧𝐭 𝐭𝐨 𝐫𝐮𝐧 𝐚 𝐧𝐞𝐰 𝐦𝐚𝐫𝐤𝐞𝐭𝐢𝐧𝐠 𝐩𝐫𝐨𝐠𝐫𝐚𝐦:
- Start on a shoestring budget and track positive signals
- Document it
- Compare to other programs and explain what goals it helps to achieve or what challenges it solves
- Make a forecast demonstrating the impact on sales pipeline velocity or revenue
𝐈𝐟 𝐲𝐨𝐮 𝐰𝐚𝐧𝐭 𝐭𝐨 𝐛𝐫𝐢𝐧𝐠 𝐚𝐧 𝐚𝐠𝐞𝐧𝐜𝐲:
- Ask the agency to dive deeply into your business and come up with a personalized program, not a standard offer
- Document the responsibilities of an agency
- Make a forecast with the agency demonstrating the impact on sales pipeline velocity or revenue
- Compare agency costs to salaries of in-house marketers
The moral of the story:
Tie every investment to revenue.
Amber on Linkedin: https://www.linkedin.com/in/amber-bogie/