Episode Introduction: In the inaugural episode of CMOs Off Script, panelists Nisha Bagipalli, Amanda Boatright, Julia Goebel, Bethany Hale, and Laura Hill explore critical metrics in the data-driven landscape of healthcare marketing.

They delve into the importance of leading indicators, sales and marketing alignment, and the role infrastructure plays in accurately measuring and reporting KPIs. They also discuss the significance of brand awareness, and the impact competitors can have when they bid on brand names.

Guest Bios: CMOs Off Script panelists bring decades of healthcare marketing experience to the show. They leverage empathy, insight, storytelling, and of course, metrics that matter, to promote brand growth.

Main Topic 1: Metrics that Matter (05:53) The panelists dive into the critical metrics that organizations should prioritize. These include Annual Recurring Revenue (ARR), Sales Qualified Opportunities (SQOs), and the importance of leading indicators in assessing marketing efforts’ success.

Main Topic 2: Importance of Infrastructure (18:10) The discussion highlights the crucial role of infrastructure, including CRM and marketing automation tools, (Salesforce, Pardot,Hubspot) in ensuring accurate tracking and reporting of data. The panelists emphasize the need for alignment between sales, marketing, and finance teams on definitions and data sources.

Main Topic 3: Measuring Brand Awareness (32:56) The panelists explore the significance of measuring brand awareness and suggest proxies like PR mentions, direct website traffic, and social media follows as alternative methods when comprehensive brand studies are not feasible.

Main Topic 4: The Relationship Between Brand and Demand (36:23) The panelists discuss the importance of brand investment and its impact on demand generation, as well as the role of competitors bidding on brand names and the relevance of NPS as a metric for marketing and the board.

Additional Resources

• Salesforce
• Pardot
• Hubspot