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How to Onboard New Marketing Hires + Checklist

After weeks (or even months) of searching, you’ve found the ideal candidate to fill a role on your marketing team. You’ve both signed the contract, and they’re starting next week. At this point, a lot of CEOs and marketing leaders breathe a sigh of relief. The position is filled; their job is done.

Only, your job isn’t done once the new hire starts.

Even with the most thorough hiring process and the most suitable candidate, a lot can go wrong in the onboarding period. If you don’t start off a new marketing employee’s tenure with your company the right way, you’ll likely see:

  • Unengaged and unmotivated employees
  • Fragmented team
  • Missed targets
  • Rapid employee turnover
  • Low ROI on your hiring investment
  • Limited or even negative Marketing-led growth

Investing time and resources into effective onboarding is in the interest of the business, the marketing team, and the individual employee.

Of course, every company, team, and individual will need...

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3 Ways Marketing Should Be Using Full-Funnel Reporting

This post was originally published on the Crownpeak blog.

Everyone wants to scale Marketing, but doing so without the right data framework in place is a bit like playing roulette with your budget. 

Many marketing departments allot their budget based on engagement stats, MQL numbers, or even just gut feel, and cross their fingers that those choices pay off. Maybe you guess right and invest in the right space, but maybe you don’t.

Alternatively, you can use data to connect Marketing to revenue and build a predictable engine that allows you to invest more dollars with confidence. The right metrics will give you hard evidence of which campaigns are working and which ones are not. With this information, you can determine where to allocate your budget and track the success of those investments.

To connect Marketing’s actions to revenue and get clarity on where your marketing dollars are going, you first need to track the performance of Marketing-generated leads from the...

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Marketing Team Growth Toolkit

Whether you're building a marketing team from scratch as your company scales, replacing a team member, or restructuring a newly integrated function area, growing a marketing team comes with plenty of challenges:

  • Do you have enough budget to hire for all the roles you need?
  • Does your team have the best possible structure?
  • Are you looking for the right skillsets? 
  • Can you find qualified candidates?
  • Can you merge new hires into your team?

From helping dozens of SaaS companies build better marketing teams, we've put together a toolkit of templates that addresses these challenges.

In this toolkit, you'll find:

    • Marketing team structure deck
    • Marketing team job description templates
    • Marketing onboarding checklist

Fill in the form below to download the toolkit now, or read on to learn more about each template. 

 

Marketing Team Structure Deck

It's easy to default to just replacing employees who leave or adding more marketing assistants to increase...

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When Is A Fractional CMO The Right Choice For Your Business?

Fractional or interim CMOs are a common choice for startups and small businesses that can’t yet afford or don’t yet need a full-time CMO. In the earliest days, many businesses don't have 40 hours of CMO-level work each week, and fractional services can be a way to get the benefits of CMO experience for less than the salary of a full-time employee. However, this is just one situation in which fractional CMOs can help. 

Have you considered what a fractional CMO can offer to established enterprise-level businesses?

While some fractional CMO services focus on covering the basics for small businesses, others are designed specifically to take successful businesses to the next level.

So, is a fractional CMO the right choice for your business? What can they offer that you won’t get from a full-time CMO?

In this article, you’ll learn:

  • What the term “fractional CMO” really means
  • Why so many businesses are looking for fractional CMOs
  • ...
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What to Spend on Marketing: Marketing Budget Benchmark Report + Calculator

You can have the best marketing team, the most creative campaigns, and an incredible product-market fit, but if you don’t have the right budget to power your marketing, your efforts will fall flat.

Many businesses aren't spending the appropriate amount on marketing to hit their targets. There are several reasons why this might be the case for your business—including not knowing if your spending is in line with other companies of your size and vertical. 

You might have heard various percentages of revenue or total budget suggested as the average amount to spend on marketing, but the reality is more complex. The amount businesses spend on marketing depends on their vertical and the company size.

This benchmark report shows how companies are spending their money on marketing. The raw data is drawn from Deloitte's CMO Survey 2021 and Gartner's Annual CMO Spend Survey 2020-2021. We’ve organized it so you can see at a...

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Shifting Marketing’s Accountability: Look inside Post-Acquisition Marketing

Most PE-backed businesses aren't getting the full value from Marketing as a growth lever.

To start changing that for your portfolio companies, take a look at Shiv Narayanan's new book, Post-Acquisition Marketing: How to create enterprise value in the first 100 days. Here's what you'll learn: 

    

One of the key areas the book covers is how to effectively shift Marketing's accountability. Below is an excerpt from Post-Acquisition Marketing that reveals:

  • Why Marketing's current accountability is stalling revenue growth
  • The data Marketing should be tracking
  • A real-life case study of a business that made this switch

 

Shifting Marketing’s Accountability

“I need to know the truth, and I need to know it fast.”

Those were Henry’s first words on his first call with me, shortly after Fleetsync, his fleet-management software company,  was acquired by the private equity firm North Star Capital. 

Henry was...

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How Mailprotector Expanded Their Marketing Scope with How To SaaS

 

“One of our biggest challenges was the fact that our entire lead flow was single-channel,” David Setzer, Founder and CEO at Mailprotector explains. “We work in a community environment, so it's a very event-driven lead flow. That was working great, but after raising our series A, we needed to expand the inbound lead channels to more than just relying on one channel. It can be cyclical at times, so being able to have a consistent lead flow and also tap other potential partners that aren't at events or in these communities was just absolutely critical for us.”

With their new funding, Mailprotector was poised to grow. But they had been playing zone defense on marketing, and they knew they needed some support here to help them build their pipeline in a data-driven, scalable way. 

David first met Shiv Narayanan, Founder and CEO of How To SaaS, at a private equity entrepreneur event. He soon realized that they completely aligned on their philosophy of the...

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How HelpSystems Optimized Marketing for Even Higher ROI

 

If your business already has a mature marketing function that delivers a steady flow of leads, it's tempting to let marketing continue on autopilot while you focus on improving other functions. But, chances are, this approach means you miss out on even higher conversion rates, lower CAC, and more closed-won deals that are easily within reach. As security and automation software company HelpSystems discovered, businesses in this situation are in an ideal position to make low-effort but high-ROI adjustments to existing campaigns and processes. 

Although HelpSystems already had an effective marketing engine in place, they wanted to further increase the number of quality leads they were generating. “While we were continuously patting ourselves on the back for all the great things we were doing, we wondered what else we could be doing,” recalls Mike Devine, Vice President of Marketing at HelpSystems.

So, when...

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How Intelerad Scaled Lead Generation With How To SaaS

 

Mike Lipps, CEO at Intelerad, has been working with private equity-backed companies for years, so he understands what it takes to rapidly scale small, founder-led organizations. “Functions like demand generation and brand building need to become more process-driven instead of individual heroic catches,” Mike explains. So when Mike and private equity investors Hg came to Intelerad in 2020, the demand generation process was one of the areas they looked at first.

Intelerad’s platform was clearly creating value for customers: They had sky-high customer satisfaction ratings, including net promoter scores of 55+. The company was achieving consistent double-digital organic growth based on the quality of the product and word of mouth, but Intelerad wasn't as well-known as its customer success deserved.

Intelerad's demand generation was primarily event-driven, boiling down to one or two key events that drove 85%+ of the pipeline for the year. Relying...

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How Top of Mind Unlocked the Value of Marketing Data With Help from How To SaaS

 

“Our organization hadn't really spent a lot of focus, time, energy, or money on marketing ourselves,” explains Nick Belenky, EVP Sales at Top of Mind Networks. As the leading mortgage CRM, the team knew this was an ironic situation to be in. Top of Mind had been so focused on giving a great product experience and helping customers market their businesses that they weren’t maximizing the marketing opportunities for their own solution.

This isn’t an unusual position for SaaS companies to find themselves in. Often, marketing to existing customers and supporting Product and Customer Success takes priority while the potential for marketing-led growth takes a back seat. 

The Top of Mind team knew they needed to build their web presence and make it easier for new customers to find them. But they didn't want to waste time on haphazard experimentation without knowing what outcomes to expect or which KPIs to track. 

Following a recommendation from their...

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