6 Steps to Building the Ultimate Integrated Marketing Framework with Productboard's VP of Revenue Marketing

UP NEXT: 6 Steps to Building the
Ultimate Integrated Marketing Framework
with Productboard
Sheridan Gaenger
Vice President of
Revenue Marketing
Productboard

6 Steps to Building the Ultimate
Integrated Marketing Framework with
Productboard
Sheridan Gaenger
Vice President of
Revenue Marketing
Productboard

“Can we run a campaign on x… y… z… a… b… c…”

And everyone has an idea and an
opinion!
CFO
CRO CS
CEO
EPD
My
Dad?

Who do you listen to?
Who kicks the thing off?
So where do you start?
How do we measure what works?
How do we measure what doesn’t?
What method of communication is best?

6 Steps to Building the
Ultimate Integrated Marketing
Framework
Step 1: Understand Your GTM and Attribution Model
Step 6: Activate and Measure Your Campaigns
Step 5: Plan Your Campaign Content X Funnel Stage
Step 4: Develop Your Campaign Themes
Step2: Hire the Right Team
Step 3: Build Your Messaging and Personas Maps
Bonus content! The 7th Step!

Sales-Led Product-Led
Enterprise
Small Business
Step 1
Alignment: Understand Your GTM Motion

First Touch The Fat Middle
Multi-Touch Attribution
Last Touch
Step 1
Alignment: Agree on Attribution Model

Which is why you need MULTI –
but align and start with FIRST and LAST

Product
Marketing
Content
VP
or CMO
Demand
Gen
Revenue
Ops
Analytics
Contractors
Brand
Creative
SEO
Digital Field
Step 2
Hire the Right Team ($0 - $10M)

PMM 1
PMM 2 Content
Customer
Case
Studies
VP
or CMO
Demand
Gen
Brand/
Creative
Director
Field
Marketing
Regional
Manager 1
Regional
Manager 2
Coordina-
tor
Comms
Internal AR / PR
Website
Engineer
Digital
Coordina-
tor
Campaign
Manager 1
ABM Growth
Step 2
Hire the Right Team ($10 - $50M)
Customer
Marketing
Designer 1
Designer 2

Problem
Promise
Difference
Theme
Platform
Benefits
Icing
Chartio JOIN teams ON data
Connect, Explore, Visualize, Collaborate
Speed and Flexibility | Visually Beautiful | Make it your own| Bring teams together
Empower an entire organization to work with data
Too much data, disparate
teams, outdated data process
Step 3
Positioning: Define Your Messaging House
Hemisphere
Data Focused Collaboration to help
teams work more effectively, using data
as the center of decision making
The right data, to the right people,
to make effective team decisions
We empower Data Analysts with an Agile Analytics approach

Step 3
Positioning: The Problem and Solution Statement
We the Data Analyst are tasked with
getting answer for our business units.
Business stakeholders want data in fast
and don’t have time to learn.
We want something new, the next cool thing
and innovative and iterative.
Chartio’s democratizes the data with Agile Analytics.
Speed and Flexibility. Visually Beautiful.
Make it your own. Bring teams together.
Chartio enables teams to close the data workflow gap
with Data Focused Collaboration.
The Problem The Solution
Difference
Platform
Benefits

Step 3
Positioning: Messaging Framework
Company Mission JOIN Teams ON data
Problem statement Organizations have become more team oriented, and real-time collaboration a key to make fast decisions. However, in the data analytics
world, it’s still often just a siloed work environment, and there is a workflow problem between the data analysts and the business
stakeholders. Data is not understood and decisions are not made fast enough.
Corporate Narrative Chartio takes a collaborative approach to data. We eliminate the siloed work environment with a real-time, collaborative analytics
platform. We bring teams and data together to answer problems.
One-line differentiator Chartio is the only platform that brings together teams and data leveraging an Agile Analytics approach. With a Data Focused
Collaboration platform, teams can Connect, Explore, Visualize and Collaborate to data needed to get answers.
Competition Tableau, Looker, Mode
Segment Narrative Individual Contributor
(Educate)
Data Scientist, Data Analyst
Champion (Support)
Director/Vice President
Economic Buyer (Align)
C-Level
Solution Narrative Chartio is a leader in new, innovative
methods of building data- Agile Analytics
Chartio is Data Focused Collaboration,
they help get everyone on the same page.
We help transform your business
with INNOVATIVE, data-lead decision
making. We partner with the best
of breed tools across the analytics space.

Step 3
Positioning: Understand Your Economic Buying Team
VP of
Business
Data
Director /
VP of
Engineering
Analytics
Operations
Data
Science
Data
Engineering
Economic Buyer
(Align)
Champion
(Support)
Individual Contributor
(Educate)
CIO
Agile
Analyst

Skills
SQL
R
Python
Julia
Excel
PPT
Step 3
Positioning: Understand Buying Team Members Better Through Persona Docs
Agile
Analyst
Age: 34
Marital Status: Single
Hobbies: Traveling, Photography,
Gaming, Tennis
Lives in: San Francisco, CA
Most used Apps: Google Maps,
Chrome, Steam
Education: Computer Science,
Math
Titles
Data Analysts, Senior Business Analysts, People Data Analysts, Data Analyst -
Revenue.
Personality
Curious
Collaborative and helpful
Committed to personal growth
Wants to learn the business
Love to present their dashboards
Share knowledge with others
Tasks
Develop strong collaborative relationships with key stakeholders- sales, finance, IT, etc.
Present key learnings to C-level teams. Simplify complex problems and huge data sets
to extract insights. Be detailed-oriented and hit time sensitive deadlines.
Individual Contributor
Not usually the holder of budget, key champion.

Campaign 1:
Visual SQL Launch
Persona C
Step 4
Develop Your Themes (6 Months - 18 Months)
Tagline: We Empower Data Analysts with an Agile Analytics Approach
Theme 1: Make Every Team Informed
Campaign 1:
Powering Agile Analytics
Persona A
Campaign 2:
Democratizing Data
Persona B
Differentiator: Chartio is the only platform that brings together teams and data leveraging an Agile Analytics approach.
Theme 2: Making Data Beautiful and Collaborative
Campaign 2:
Embedded Analytics
Persona A
Theme 2.5: Competitive and Market Trends
Campaign 1:
Chartio Certification
Persona A
Campaign 2:
Mode Switcher Campaign
Persona C

Step 5
Campaign Development: Map Out Content by Funnel Stage
Theme 1
Make Every Team Informed
Best practice,
test at least two
assets x stage.
Target Persona
Agile Analyst
Thought-leadership
content and blogs
How Chartio uses
Chartio webinar
AMA with
Customer / Partner
Agile Analyst
demo
Comparison docs
Customer emails
and product news
Campaign 1
Powering Agile Analytics
MOFU
BOFU
TOFU
Customer videos
& testimonials
Guided trial

Step 6:
Campaign Planning and Execution: Project Manage Your Deliverables
eBook Kick-off call
with Design, Paid
and PMM
Customer Webinar
Sync
Sales Enablement
Session with
Campaign Kits
LAUNCH ToFu
Assets
Demo Experience
Live
Chartio Webinar

Step 6:
Campaign Planning and Execution: Launch & Measure
Trial CVR to Sign Up
X PQLs
X Self Service Opps
Trial Offer
Customer Webinar
Demo
Experience
X Registrations
X SDR Meetings
X FIrst Touch Pipe
X Handraisers
X Meetings Booked
X First-Touch ARR

Performance Alignment and Communication
Track leading and lagging KPIs
Campaign Metrics
Provide funnel performance and key
conversion rates
Executive Scorecard
Keep everyone engaged
and informed
Campaign Comms

Step 7
Campaign First-Touch ROMI (Return on Marketing Investment )
Campaign Quarter
Launch
Month
Salesforce
Campaign
Content
Theme
MQLs
S2 Opps
(Units) FT
Total Cost Total Pipe
Total
Bookings
S2 ROI
(sourced)
ROMI YTD
Anticipated
EOY ROMI
Campaign A Q1 January <Link> Content a 1,000 xx $10,000 $250,000 $25,000 Pipe ➗cost
Bookings ➗
Total Cost
Campaign B Q1 March <Link> Content b 1,200 xx $10,000 $250,000 $25,000 Pipe ➗cost
Bookings ➗
Total Cost
Campaign C Q2 May <Link> Content c 900 xx $10,000 $250,000 $25,000 Pipe ➗cost
Bookings ➗
Total Cost
This is a basic
formula based on
how long you are
seeing ROI.

Step 7
Campaign First-Touch ROMI (Return on Marketing Investment)
Campaign Quarter
Launch
Month
Salesforce
Campaign
Content
Theme
PQLs
S2 Opps
(Units) FT
Total Cost Total Pipe
Total
Bookings
S2 ROI
(sourced)
ROMI YTD
Anticipated
EOY ROMI
Campaign A Q1 January <Link> Content a 1,600 xx $10,000 $250,000 $25,000 Pipe ➗cost
Bookings ➗
Total Cost
Campaign B Q1 March <Link> Content b 1,100 xx $10,000 $250,000 $25,000 Pipe ➗cost
Bookings ➗
Total Cost
Campaign C Q2 May <Link> Content c 800 xx $10,000 $250,000 $25,000 Pipe ➗cost
Bookings ➗
Total Cost
This is a basic
formula based on
how long you are
seeing ROI.

Step 7
Monthly Scorecard
Organic Traffic
Direct Traffic
GLs
MQLs
SAO Pipe
SAO Pipe $
CVR from MQL to SAO
Inbound Revenue
Named Accounts Engaged
Named Account MQLs
Named Account Pipe Opps
Named Account Pipe $
Actuals To Target MOM
Named Account CW ARR

Step 7
Monthly Scorecard
Organic Traffic
Direct Traffic
GLs
MQLs
SAO Pipe
SAO Pipe $
CVR from MQL to SAO
Inbound Revenue
Named Accounts Engaged
Named Account MQLs
Named Account Pipe Opps
Named Account Pipe $
Actuals To Target MOM
Named Account CW ARR
PQLs
MAU
Trial-led Pipe $
Trial-led Opps
Self-Service Revenue

Step 7
Keep Everyone Engaged and Informed!
Hey team! Recording from today session
is available here! 🎥💃🏽
Everyone! we’ve improved the way we
book demos! 🏎 Check it out! 👊🏼
Tooling updates
We just launched a new campaign -
theme a! 🎉🥳
Campaign updates
The high impression share and click-through
rate (CTR) on our new ebook are encouraging
indicators for named accounts
Spotlight leading indicators
Operational / process change

Things to Remember
Align your
key stakeholders
Build journeys
based on
GTM motion
Be clear about
the intent of your
campaigns
Execute
strong campaigns
(not more)
Over-
communicate and
celebrate the small
wins!
Build these steps
with timelines
into your
operational model
Retro your
results monthly
Hire for
strong PMM

Remember my motto:
No, surprises!

6 Steps to Building the
Ultimate Integrated Marketing
Framework
To
Recap
Step 1: Understand Your GTM and Attribution Model
Step 6: Activate and Measure Your Campaigns
Step 5: Plan Your Campaign Content X Funnel Stage
Step 4: Develop Your Campaign Themes
Step2: Hire the Right Team
Step 3: Build Your Messaging and Personas Maps
Bonus content! The 7th Step!

Thank you, and stay in touch!
Sheridan Gaenger
VP of Revenue Marketing @ Productboard
Frameworks I am Happy to Share
★ Messaging House & Persona Templates
★ Integrated Theme Slide
★ Campaign Tracker
★ Pacing Charts
★ ROMI Framework
★ Marketing Scorecard
● Messaging house
● Integrated Theme slide
● Campaign Tracker
sheridangaenger@gmail.com
Connect on LinkedIn
Design References:
Chanhee Kim & Angela Chae

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Accelerate Customer Acquisition and
Expansion with Atlassian’s Former Head of
Growth
Uday Chakravarthi
Founder & CEO and Ex-Head of
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6 Steps to Building the Ultimate Integrated Marketing Framework with Productboard's VP of Revenue Marketing

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