How to Build Predictable Marketing the C-Suite Will Bet On w/ Karl Van den Bergh, CMO @ Illumio
In this episode, we’re joined by Karl Van den Bergh, 2024 Cybersecurity Marketer of the Year and CMO at Illumio, to talk about how marketing leaders can build credibility, keep budgets, and turn uncertainty into a competitive edge.
Karl shares the playbook he used to align marketing with the way sales is measured: building forecasts, hitting targets, and earning trust from even the ever-skeptical CFO.
We’ll show you how to make the intangible measurable with the one-page marketing plan that maps business goals directly to marketing execution.
If you’re trying to defend long-term strategy while your executive team needs short-term ROI, this episode will give you the language, framework, and tools to do it.
What You’ll Learn: The exact template Karl uses to connect every marketing move back to business objectivesThe most crucial thing that a CMO can do to build trust with other executivesHow a shift to treating marketing more like sales can transform internal perception and relationshipsResources:https://www.linkedin.com/in/karlvandenbergh
https://97thfloor.com/articles/podcasts/how-to-build-predictable-marketing-the-c-suite-will-bet-on/
"If you want to be successful through a downturn and coming out of the downturn, is to take and maintain a long-term perspective... the bigger opportunity actually is to build your brand because the rest of the competition is likely to be doing the same." - Karl Van den Bergh
Timestamps:03:13 - Why CMO is the Hardest C-Suite Role
07:26 - Finding Growth During Economic Downturns
10:07 - Investing in Brand During Recessions
18:20 - Running Marketing Like Sales
26:02 - Marketing Dollars = Sales Investment
28:38 - The One-Page Marketing Plan
22:52 - First-Time CMO Survival Guide
The Campaign | A Marketing Podcast by 97th Floor
The Campaign is a marketing podcast about better knowing your audience, innovating beyond best practice and converting visitors into customers.
97th Floor is the number one digital marketing agency built to create pipeline and revenue for clients by crafting and executing custom, audience-first channel strategies that deliver bottom-line results. Our core services include SEO (Search Engine Optimization) and AI Search Optimization, Advertising (PPC, SEM, Social Ads, Display), and Content Marketing.
For over twenty years, 97th Floor has worked in the cybersecurity, finance, industrial and manufacturing, insurance, software, and health and wellness industries. 97th Floor proudly works with a diverse range of clients, from well-funded startups to Fortune 50 companies, including Oracle, McKinsey & Company, Google, Crumbl, and Princess Cruises.
Learn more and schedule a discovery call at 97thfloor.com.
Where can you listen?
