Crimson Marketing’s CEO Glenn Gow interviews the best and the brightest marketing minds on Moneyball for Marketing. He and his guests talk about the incredible changes happening in marketing organizations around Big Data and marketing technology. Moneyball for Marketing features marketing technology insights from the top marketers in the world.
“It’s not about how many things that you do, it’s really about what results you’re driving.” That is the principle that Jim Kruger, CMO and EVP of unified collaboration solutions provider Polycom, brings to his demand generation strategy. That means applying clear metrics to measuring the impact of its marketing system and creating discipline in budget allocation in accordance with proven ROI. On this episode of Moneyball for Marketing, Jim shares with us some of the initiatives that have helped Polycom measure and improve demand generation from the top to the bottom of the funnel, and explains how the results have led to a bigger strategic seat at the table for Marketing within his organization. Key insights include:
Seismic Shift: Business functions within organizations influence up to 60% of IT purchases. Jim shares the one major campaign shift Polycom made in its global demand generation strategy that led to 400 published articles, 2 million social impressions, 40,000 marketing responses and 70% conversion rates.
On the Money: Jim shares what Polycom’s marketing system does to support demand generation, how it is tracking the impact of its results amongst inside and external sales teams and channel partners and how establishing clear metrics for marketing and sales results fosters faster adoption of change internally.
Digital Doubling: Jim explains why Polycom shifted its demand generation focus from event marketing to digital marketing, and how this led to almost doubling the pipeline and revenue attributable to its marketing system.
Jim Kruger is the Executive Vice President and Chief Marketing Officer at Polycom, a leader in unified collaboration solutions. Their telepresence, video and voice solutions enable geographically dispersed work forces to communicate and collaborate more effectively and productively over distances. At Polycom, Jim is responsible for overseeing all facets of global marketing, including brand and product marketing, corporate communications, demand generation, channel marketing, and web and digital marketing.