Do you want your marketing team to truly feel accountable to revenue? Organize your team according to pipeline stages.
We started doing this at Narrative Science and it has made a big difference in how we operate.
Why? Because our team is accountable to growing the business, not vanity metrics. Because we never pass a lead to sales unless they specifically request a demo or trial of our product (no BS whitepaper download leads).
And despite all this, we also believe in the importance of category design, building a community, and creating an owned channel of valuable content for people — whether they use our product or not.
Here’s our set up:
Our growth marketing team spends their time on our biggest growth levers. Right now, that is largely our top-of-funnel activities — both through paid channels (social & google ads), category design (events, campaigns, website), and creating an owned channel (content creation and nurture of our community).
Our lifecycle marketing team focuses on the middle-of-funnel — nurturing and converting our marketing database and customers (we don’t pass leads unless they request a demo or trial!). This includes email nurture, smaller personalized events or content (roundtables, group demos), and owning our target account strategy with sales.
Our product marketing team is obsessed with our bottom-of-funnel — both sales opportunity conversion and customer engagement & retention. Their activities include owning our product releases, working closely with sales, CS, and product management on our customer journey — ensuring it has the least amount of friction and best experience possible.
ALL are accountable to revenue. BUT, they also have a focus input metric to revenue depending on where they sit such as:
- Traffic Growth
- Qualified Demo Requests
- Net New Meetings
- Net New Trials
- New Customers
- Net Retention
Each person is also accountable for understanding their metric:
- Where are we today vs. plan?
- What are the Inputs and Outputs?
- What are the Drivers?
- How to forecast it?
- Whom do I need to work with to deliver?
- What do we need to be doing to be successful?
This way, the entire team understands the levers to growing the business and prioritizes accordingly. Which is why marketing exists in the first place.