Marketing ROI & the 95-5 Rule: What CMOs Should Actually Measure with Jeff Ignacio

Episode notes

#9 - If your CEO is asking for marketing ROI and you’re not sure how to answer, this episode will change how you think about measurement entirely. Most marketing leaders are being held to a single attribution model and a handful of demand gen metrics - and missing the bigger picture entirely. Jeff Ignacio, a 10-year revenue operations leader with a background in FP&A at Intel and Google, brings a rare blend of finance and go-to-market expertise to one of the most contentious topics in B2B marketing: how do you actually measure what marketing is doing? In this episode, Mandy and Jeff dig into the 95-5 rule, multi-touch attribution, the dark funnel, and why tying marketing ROI exclusively to pipeline source is one of the most common and costly mistakes CMOs make today. If you want to lead like an operator and finally make a compelling case for the full value of marketing - this is the conversation.

Related episodes across the Index

Other episodes covering the same guests and topics, from across The B2B Podcast Index.

• Episode 79: Gerardo A. Dada - Winning with StrategyThis is Product Marketing · on go-to-market strategy86 / 100
• How G2's SVP of GTM Strategy evaluates sales comp plans, scales teams & runs M&AThe Sales Compensation Show · on Revenue operations86 / 100
• What It Really Takes to Go from Services to SaaSGo to Market Coffee Talks · on go-to-market strategy72 / 100
• S2E3: Navigating the Intersection of Product and Marketing with Austin FullerProductly Speaking: Real Stories for Product Managers · on go-to-market strategy65 / 100
• Olivier Roth on Why Revenue Lives in the Network, Not the CRM RecordSales POP! Podcasts · on Revenue operations57 / 100
• How to Close Without Asking for the SaleClosing the Deal with Fexingo · on Revenue operations

• A CMO's AI Partner: How I Unblocked My Team and Got 10 Hours a Week Back59 / 100
• Work Is Not Finite: Staying Irreplaceable as AI Raises the Bar with Heidi Darling63 / 100
• The 4 Mindset Shifts CMOs Need for AI Transformation - with Liza Adams70 / 100
• Stop Running ABM Like It's Demand Gen: How to Build the Real Motion with Brandon Redlinger79 / 100
• YouTube for B2B: From Zero to Results in 90 Days with Samu Kovacs83 / 100