#416 | Dave sits down with Dave Kellogg, former CMO at Business Objects and CEO of MarkLogic and Host Analytics, to talk about what makes a world-class CMO. This is one of the most-played Exit Five episodes of all time, brought back as a greatest hit. Dave Kellogg breaks down his three traits of a great CMO: partner to sales, dispassionate analyst, and partner to the CEO. He explains why sales and marketing alignment often breaks down because of how the CEO measures marketing, why you should side with sales when the CEO and CRO disagree, and why stage two opportunity count beats pipeline dollars as the core marketing metric. They also get into presenting problems without getting defensive, how to use benchmarks without being ruled by them, why spending 5% of budget on market research guides the other 95%, and why every CMO should know the numbers well enough to fill in for the CFO.
Follow Dave Kellogg’s blog at kellblog.com and on Twitter at @kellblog.
Timestamps
(00:00) - Why we’re replaying this greatest hits episode
(04:31) - Dave’s path from programmer to CMO, CEO, and board member
(08:11) - The 3 traits of a world-class CMO
(12:14) - Being a great partner to sales and why it breaks down
(16:47) - When the CEO and CRO disagree, side with sales
(19:18) - Why stage two opportunity count is the right marketing metric
(26:54) - Be a dispassionate analyst instead of getting defensive
(33:30) - How to use benchmarks without being ruled by them
(36:21) - Spend 5% on market research to guide the other 95%
(42:53) - Why a CMO should be able to fill in for the CFO
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