This document outlines a 10-step process for transforming customer insights and storytelling into revenue. It begins by explaining why marketing should focus on becoming a revenue center. It then provides 5 core principles for effective storytelling and outlines a 5-phase process for transforming into a "revenue and ROI storytelling engine." Finally, it details the 10 key steps to implement this process, including auditing current practices, aligning storytelling plans with stakeholder goals, testing stories through sprints, and continuously optimizing based on monthly ROI measurements. The goal is to help readers move from zero ROI to becoming a "hero" of ROI-focused storytelling.

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FROM STORIES to ROI…
10 STEPS FOR
TRANSFORMING YOUR
CUSTOMER INSIGHTS &
STORYTELLING INTO
REVENUE

2. “It’s not creative unless it sells.”
- David Ogilvy
• 26 years in B2B… and not yet bored ;)
• Paleo, Crossfit, Biohacking, Foodie, Travel
• UK, AUS, BE, ES
• FROM 1990s – Marcom & Branding
2000s – Digital & outbound
2010s – Lead/Demand gen
TO 2020s -> Revenue/ROI Marketing
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3. WIIFY TODAY...
1- WHY?
Become a
REVENUE center
2- WHAT?
5 core principles
for storytelling
3- HOW?
10 key steps to WOW
(from my 5 phases)
31 2

4. WHY – BECOME A REVENUE CENTER1

5. WELCOME TO THE WORLD OF
REVENUE MARKETING!
https://www.pedowitzgroup.com/revenue-marketing-journey/
https://go.snapapp.com/rmi-2019-report
Where are you/team really on the REVENUE journey?

6. 6
WHICH ROI? WHAT ARE “IDEAL”
KPIs?...BECOME YOUR CFO BFF !
Can you identify your stories that
contribute to:
• Funnel volume & conversion
• Return on marketing investment (ROMI)
• Marketing-originated & influenced customers
• Time to revenue (velocity, sales enablement)
• Customer acquisition cost (CAC)
• Ratio LTV/CAC

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BUDGET & TEAM
PERFORMANCE
(campaigns)
PERFORMANCE
(channels & content)
ENGAGEMENT
QUALITY
TEAM EFFICIENCY
VELOCITY BEST PRACTICES
KEY GAPS/RISKS
CHANNELS
REV / CPL
CONTENT
REV / CPL
BOOST
Campaign,
channel, etc
REDUCE
Campaign,
channel, etc
REV ROI
MQL &
OPPs
REV / CPL
DAYS from
MQLs – OPPs - REV
ENG RATE
(website,
social)
CONVERSION
(goals, downloads,
registrations, CTR)
MQL->SAL
MQL -> CW
OPP
Creation %
Win %
COMPETITION BRAND
GTM
(campaigns)
TIME
(Demand
Gen %)
CONTRIB
(Pipeline%)
YOUR “MARKETING SUCCESS”
DASHBOARD SHOULD COVER 9 KPI TYPES
STORYTELLING BASICS

8. WHAT -
5 CORE
STORYTELLING
PRINCIPLES
2

9. 1- CUSTOMER-CENTRIC
= REVENUE. ALWAYS.
McKinsey found that, on average, brands that improve CX
increase revenue 10-15% and lower costs 15-20%
94% of customers with low-effort interactions intend to
repurchase compared with 4% of high effort (Gartner CES).

10. 10
2- B2B MARKETERS NEED TO ANALYSE
& SHARE STORIES FOR 3 COMMUNITIES
https://datylon.com/projects

11. 11
3- RESPECT KEY INBOUND PRINCIPLES

12. 12
4- MAP YOUR CONTENT/STORIES TO
YOUR BUYER/PERSONA JOURNEY
VARIOUS SOURCES e.g.
https://komarketing.com/blog/mapping-the-b2b-buyer-journey/
https://www.business2community.com/sales-management/mapping-your-buyers-journey-to-your-sales-funnel-01236045
http://psomiadou.eu/buyers-journey-known-yet-unknown-journey/
https://www.b2binternational.com/publications/buyer-journey-research/

13. Audit
Zoom on 20-80
Personas
Roadmap
Foundations
Roadmap
Coach
Quick wins
Resources
Performance
culture
6 – 18 MONTHS
5- TRANSFORM TO A REVENUE & ROI
STORYTELLING ENGINE IN 5 PHASES…
Stakeholders
Stories
Trust
Funnel
Sales
Lead to Rev (L2R)
13
TODAY’S STORYTELLING FOCUS

14. HOW - 10 KEY STEPS TO WOW!3

15. 15
STEP 1 - AUDIT/DASHBOARD
YOURSELF: AS-IS -> TO-BE
TO COVER 10 DIMENSIONS
1. Customers (targeting)
2. Brand (value prop)
3. Campaigns
4. Data / KPIs (9 domains)
5. Organisation/Roles
6. Operations (processes)
7. Team (time focus)
8. Budget
9. Content (performance)
10. Channels
USE
Pedowitz RM6
B2B 2019 benchmarks
LOST? BOOK 30-MIN CALL -> RUTTENS.COM/AUDIT
READ
https://www.bizible.com/blog/optimizing-channel-mix-for-revenue-roi
Social Impressions
Website pageviews
Website Visitors
Website goals (excl Track shipment)
Website goals conversion
Website NEW visitors
Clicks/Likes/Shares
Content Downloads
Event Registrations
Engagement rate
Leads acceptance rate
Total Days OPEN LEADS
Total Days OPEN OPPS
MQL-CW rate
Paid media conversion rate
MQL-OPP rate
MQLs
SALs
SQLs
OPPs
CWs
Budget Demand Gen (excl Payroll)
Pipeline created
Pipeline contribution
Revenue generated
CPL
RPL (CLTV year 1)
Campaigns ROI (SFDC budget vs REV)
Budget ROI
ENGAGEMENT-WOWFUNNEL-GROWROI-BOOST
STORYTELLINGFOCUS

16. 16
STEP 2 - DATA-ASSESS YOUR
PERSONAS, PAIN POINTS, JOURNEY

17. 17
STEP 3 - ALIGN YOUR STORYTELLING
PLAN TO KEY STAKEHOLDERS GOALS
WalkerSands Future of Content report 2019
TACTICS
1. eSurvey
2. 1-1 Interviews
3. Workshop(s)
4. S&M Playbook
CONTEXT – 7 STREAMS ROADMAP
1. Demand Gen
2. Branding
3. Content
4. Channels
5. Campaigns
1. Always-on
2. HERO
3. Sprints
6. Team
7. Customer Insights
STORYTELLING
FOCUS
7 SHAREHOLDER GROUPS:
1. Customers
2. Prospects
3. Influencers
4. Board
5. Sales
6. Employees
7. 3rd Parties

18. 18
STEP 4 – CONFIRM YOUR TOP 5-10
“STORY ENGAGEMENT” QUESTIONS
1. For selected Dashboard KPI domains
(9 total)
2. Based on your stakeholders’
commercial priorities
3. Each question can be internally or
externally focused
4. Core list is basis for KPIs, insights,
dashboard and reporting
18
CATEGORY / SECTION MAIN QUESTIONS
NEED TO SELECT PRIORITY ONES PER MONTH
BUDGET ROI (revenue, profit, CPL vs RPL) Which type of LEAD or OPP are most revenue-generating?
Which type of CHANNEL or CAMPAIGN are showing highest ROI (profit)?
Which channel is most profitable overall? (event, email, etc)
What type of campaign (multi, content etc) are most profitable?
What is our CAC/CLTV (year 1) per region and service line)?
What is our pipeline contribution per SERVICE LINE and REGION?
PERFORMANCE (campaigns & channels) Which combination of EMAIL & EVENT is showing best ROI: Time + cost vs REVENUE?
Which CAMPAIGNS (types) are best performing in LEADS & OPPS?
Which campaign (types) show besty conversion rates? Why?
Which campaign & channel is generating HIGHEST REVENUE per deal?
PERFORMANCE (content) What type of content asset is creating highest engagement?
Which content assets are generating most leads?
Which content assets show best conversion into OPPS and Revenue?
Which landing pages are showing highest engagement & conversion rates?
What are the optimal CONTENT & CHANNEL campaign mix for each service line ?
ENGAGEMENT (WOW brand, social) Which social channels are best performing for engagement?
Which day/time shows best engagement?
Which competitor activity can we learn from in terms of engagement?
VELOCITY (BOOST speed) What is the number of days from FIRST TOUCHPOINT to MQL
How to reduce AVERAGE DAYS of open leads? Where to focus on?
How can we speed FUNNEL VELOCITY ?
How can we reduce number of OPEN leads? Where to focus on?
What are the differences in OPEN DAYS per stage from MQL to CW?
Which LEADS and CHANNELS (webinars, events etc) are showing faster velocity?
STORYTELLINGFOCUS

19. 19
STEP 5 – MATRIX THE RIGHT CONTENT
AT RIGHT STAGE ON RIGHT CHANNEL
Value Ladder rule
Performance KPIs
READ WalkerSands Future of
Content report 2019

20. 20
STEP 6 - STREAMLINE YOUR
CONTENT CALENDAR/PLAN

21. 21
STEP 7 – COACH YOUR MARKETING
& SALES TEAMS -> ENABLEMENT

22. 22
STEP 8 – DEVELOP/TEST THROUGH
“STORY SPRINTS” FOR QUICK WINS
Inspired by agile strategy https://blog.easyagile.com/anatomy-of-an-agile-user-story-map-4ecb6a508d94

23. 23
STEP 9 – MEASURE MONTHLY ROI VS
QUESTIONS & GOALS
http://www.curata.com/blog/the-comprehensive-guide-to-content-marketing-analytics-metrics/

24. 24
STEP 10 – STOP/START/REPEAT &
OPTIMISE !
https://www.smartinsights.com/marketing-planning/marketing-models/lifecycle-marketing-model/

25. 25
INSIGHTS & STORIES DRIVE REVENUE
2020: THE RISE OF STOROI MARKETING

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