Marketing scientists are increasingly the norm in B2B. These individuals know how to stand up a demand generation engine, one that can drive leads into a nurture stream and track them through the sales pipeline. The reward is what many in the industry call “net new logos.” Contribute enough of these new customers at a reasonable acquisition cost and you are a company hero.
One such individual is Joshua Leatherman, the CMO of Service Express, a company that maintains data centers. When Leatherman arrived 8 years ago, it was a traditional sales-driven organization with a limited marketing infrastructure. Today, marketing contributes 70 percent of the new logo pipeline—about as good as it gets. Letterman attributes success to a disciplined process, responsive sales teams and a revenue operations unit that sits between sales and marketing, providing a neutral source of actionable data.Service Express CMO discusses why marketing contributes 70 percent of the new customer pipeline.
Read the full Q&A on Ad Age: How a Data Center Company Mastered the Science of B2B Marketing
Listen to the Episode: CMO Mathematics with Service Express