Why Marketing Should Never Report to the CRO

❌ Marketing should never report to the CRO.

CROs tend to come from sales and therefore overvalue sales while undervaluing marketing. 

The reality is, sales and marketing are becoming increasingly difficult, and brands need a way to keep revenue flowing in.

What worked in the past, most likely will not work in the future.

👉 Qualified leads are drying up due to a shift in marketing tactics

👉 Cold outbound emails get ignored or are filtered to spam

👉 Cold outbound phone calls go unanswered

👉 SaaS companies offer self-supported demos and trials, moving away from talking to sales

👉 In person events, while they can be effective, are often too expensive for many companies to do at scale

👉 Users turn on ad blockers or ignore ads altogether

👉 Users are finding the information through alternative sources other than Google

👉 With more competition than ever before, consumers have a lot of choice

So what can be done?

From what I’ve seen, I’d recommend using a three-pronged approach:

✴ 1. Brand building

✴ 2. Omni-channel content marketing (think video first)

✴ 3. Influencers / referrals

Obviously a lot more can be said about each one. DM me if you’d like to chat further. 😊