Selling Marketing to Your CFO John Elmer, Chief Marketing Officer Ingrain, Inc.

vRockTM

vRockTM

Ingrain revenue growth

“I have just one word for you: Metrics”

Barry Stewart, Ingrain CFO

• “The key activity for marketing is value creation – driving not just revenue, but brand valuation.”

• “As a startup, Ingrain must show outside investors that our brand value goes beyond revenue.”

• “In my experience, most marketing managers don’t take the time to show the linkage between marketing programs, revenue and brand equity.”

Ingrain Marketing uses Salesforce.com to manage the metrics that drive our customer focus.

Marketing designed Ingrain’s value-based sales methodology

Marketing tracks KPIs at each stage of Ingrain’s value-based sales process.

Marketing ROI is also reported in Salesforce.com

Ingrain website: Google Analytics

Top Companies Visiting Ingrain Website 2009

Company Unique

Visitors Pages/Visit

Schlumberger 148 5

ExxonMobil 111 6

Saudi Aramco 109 6

Chevron 78 7

Talisman 74 5

Baker Hughes 61 8

CoreLabs 60 7

ConocoPhillips 53 5

Statoil 50 6

Shell 48 5

BP 47 5

Halliburton 41 7

Marathon 39 6

Oxy 33 3

Anadarko 26 4

ENI 24 5

Weatherford 21 3

Other resources for Marketing ROI metrics

Barry’s Advice on Winning Over Your CFO

• Trust is built up over time. Deliver consistently against your own plan.

• Keep other C-Level managers updated on your progress against your plan.

• Make sure that marketing is embedded into sales. Ingrain marketing did this by developing the sales methodology and deploying it through Salesforce.com.

• At budget review, your marketing budget will be ranked against all other budgets for funding. Marketing’s challenge is demonstrating the linkage between marketing programs , revenue and brand value -- a tangible display of ROI. Show exactly how you will create next year’s revenues.