Philippe Ruttens, B2B Marketing & Sales Transformation Consultant & Coach
B2B marketing used to be simple, now we live in a post-big data world, surrounded by information, reports and dashboards. Since 2010, B2B CMOs and their teams have been transforming too slowly from Marcom functions to demand gen and revenue marketing models... but few have been able to use and optimise data analysis at the right level yet. From personas & pain points to channels & content, you will learn the key steps, tools and tips to save your and team’s career by becoming a more data- and ROI-based marketing growth engine.
CMOs and their teams can then face the ultimate battle with the CEO of proving their value, strategy, campaigns and measuring their efforts ROI at best. Transforming from a traditional branding & marcom to a Revenue Marketing Center of Excellence is a must to WOW your internal & external stakeholder. Focusing on the 20-80 in terms of campaigns and operation is vital to make it beyond 2020. We will shortlist the main phases, KPIs and tactics to increase acquisition, retention, engagement, revenue or referral, to ensure that your ingredients will become a recipe for success. Key issues for the marketing teams usually reside in (1)the lack of commercial focus strategy-wise, (2) unreliable data, (3) wrong KPIs focus, but also (4) mis-use of tools, (5) lack of human analysis skills/process and (6) mismanaged expectations with sales and board
Bringing over 25 years of experience as a B2B marketer, Philippe coaches CMOs and helps sales & marketing teams transform faster into ROI-driven revenue marketing centres of excellence. Leveraging his multi-sector consultant/interim manager skills and operational expertise developed at firms like Accenture, EY, MasterCard and Iron Mountain, he combines his strategic demand generation vision and quick wins on campaigns & channels with a pragmatic, people- and data-focused approach to help teams achieve their commercial objectives faster.