CareerinMarTechDCMarTech Talks
Inga RomanoffCEO/President
Romanoff Consulting
Page2 Tweetwithme@ingaroma
IngaRomanoff
IngaRomanoffisaREVVIEawardwinner,CertifiedMarketoExpert,CertifiedMarketoConsultant,andCertifiedRevenueCycleAnalyst,andisa5xMarketoChampion.Withover20yearsofexperienceintheUS,EMEA,andAsiaPAC,IngaheadsupNewYorkCity-basedmarketingautomationpractice.SheservesasaMarketoUserGroupleaderinNewYork.
Chief ExecutiveOfficerRomanoffConsultants
Page3 Tweetwithme@ingaroma
Agenda• ThelatestinMarketingAutomationandCRM•MarTech CareerMasterclass
• Buildyourpresence• ConnectinCommunity• Knowyourworthandmaximizeit
• Hottopics,Q&Aandnetworking
Page4 Tweetwithme@ingaroma
WhyBother?MarketingAutomationIndustry🚀
$1.8 billion
2015
$7.24 billion
2019
• AccordingtoSiriusDecisionsresearch,therearenearly11timesmoreB2Borganizationsusing marketingautomation nowthanin2011
• Currentpenetrationrate:49%ofoverallbusinesses from3-5%in2014
Page5 Tweetwithme@ingaroma
CareerTrajectoryThehighertherevenueofacompany,themorelikelytheyaretousemarketingautomation
Segment Annual Revenue
# of Marketing Automation
Clients Market Share
Estimated # of companies in
market Market Penetration
Large $500+ million 3,000 57% 5,000 60%
Mid-size $20-$500 million 9,000 22% 90,000 10%
Small $5-20 million 12,000 16% 220,000 5%
Micro <$5 million 3,000 5% 1,000,000 3%
Page6 Tweetwithme@ingaroma
Gartner Magic Quadranthttps://www.marketo.com/analyst-and-other-reports/gartner-magic-quadrant-for-digital-marketing-hubs/
TheOnlyConstantisTheChangeItself
Page7 Tweetwithme@ingaroma
WhatDoCMOsWorryAbout?
CMO became Chief Growth Officer33% of CEOs think that it is CMO role that is charged with deliveringrevenue growth opportunities; however, CMOs have limited view of theprogress and performance results. What are current challenges andbottlenecks, what is not working, where do revenue opportunitypriorities lie (e.g. low hanging fruit)?
Friendly MarTech stackIs our MarTech stack optimized and fully functional? How can we driveresults and where can we expand on our tech stack to improve reach andresults.
Personalized, targeted marketing campaignsWhat is current maturity of our marketing programs and campaigns?How are we performing and where are opportunities to drive growth.How we should be prioritizing initiatives and marketing resources. Whatworks for us, what does not?
Marketing Best Practices
MA Platform Best Practices CMO
Page8 Tweetwithme@ingaroma
Swan,PikeAndCrawfish
Once Crawfish, Swan and Pike Set out to pull a loaded cart,And all together settled in the traces;They pulled with all their might, but still the cart refused to budge!
The load it seemed was not too much for them:Yet Crawfish scrambled backwards,Swan strained up skywards, Pike pulled toward the sea.
Who’s guilty here and who is right isnot for us to say- But anyway the cart’s still there today.
~ Ivan Andreevich Krylov
"The Scream" by Edvard Muncis one of the most famous paintings in art history because it captures universal suffering
Page10 Tweetwithme@ingaroma
“(I)GetAround”(2Pac)Buildyourpresenceinthecommunityandunderstandecosystem
Page11 Tweetwithme@ingaroma
BuildYourPresenceandLearn
Learnfromothers
Leverageavailableresources
Beagoodcitizen
Getcertified
Localmeetups
Page12 Tweetwithme@ingaroma
GettoKnowTheCommunity
• Marketokeypeople• CustomerMarketing• ProductTeam• UserGroupLeaderinyourarea• MarketoChampionsinyourarea
• Docustomerreferences• Shareyourstory(successesandproblems)
Page13 Tweetwithme@ingaroma
UnderstandTheEcosystem
• Maximizeconsultinginvestment(notexecution)• Trainingpackages• Professionalservices• Researchandusepartnerapps
• MarketoLaunchpoint,SalesforceAppexchange• Workwithearlystagetechnologiesbecausetheywillgiveyouanadvantageinyourcareer
Page14 Tweetwithme@ingaroma
“GetInvolved”(Q-Tip)Buildrelationships– thatwillhelpyourcareer
Page15 Tweetwithme@ingaroma
MeetPeople(Authentically)• DevelopyourCommunityprofile• Investthetime,joinlocalusergroups,gotohappyhourandsocialevents,makefriends
• Findyourtribeandcommittothemoveralongperiodoftime
• Connectwithpeerstogrowtogether• Findpeopleaboveto learnfromandbelowtomentor• Nomatterhowexperiencedyouare,itwillstillhelp• CommunityatMarketoiswhatmakesusdifferent,
connected
•Plus,addeveryoneonLinkedIn
Page16 Tweetwithme@ingaroma
GiveBack• GivebacktotheCommunitybeforeyoutake• It’seasytobecomepossessiveoftheknowledge,resistthatandshare(executionisdifficult,soshareideas)
• Helpotherpeopleinyourownorganizationlearnandgrow.Facilitatesharingofideas.
• Buildthemupintoexperts-- butgivethemacareerpath.Paythemaccordingly,theirexpertiseisvaluable.
• Whathappensifyoudon’t?
Page17 Tweetwithme@ingaroma
MustDoChangeManagement(forself)
Committoyoursuccess!
Marketogotthrowninyourlap– sounds
familiar?
LearnerDNA
Changeisinevitable–techdrives it
Noteverythingisforeveryone, leaveifit’s
notforyou
Page18 Tweetwithme@ingaroma
“GetMoney”(Biggie)Knowyourworthinthemarketandmaximizeit
Page19 Tweetwithme@ingaroma
www.surveymonkey.com/r/2017surveyshouldget~1,000responses
MarketoCompensationSurvey2017
Page20 Tweetwithme@ingaroma
EvaluateYourOwnPositionGrow
Don’talwaysoptimizeformoney.Lookforwaystolearn.
LearnTake thetimetoinvest
yourcareer.Onaregularcadence,
evaluatewhetheryou’relearning/growing.
Invest
BeingMarketoCertifiedcanhelpyougetbetter
opportunitiesforjobs.Recruitersarelookingforit.
BetterOpportunities
GrowinyourMarketoknowledgeandmarketyourselfandpeoplewillstartknocking.
Page21 Tweetwithme@ingaroma
WaystoMaximizeValue
• Getcertifiedandhirepeoplewhohavecertifications(MCE- Goldstandard)• Makesureyou’redevelopingyournetwork
• Peoplearealwaysdoing informalbackground checks• It’satightcommunity, sodon’tburnbridges-it’snotworthit• Playthelonggame,itpaysoff
• Learnhowtotieyourwork/impacttopipelineorrevenue(NOTleads)• Workyourselfoutofjobandempowerpeoplearoundyou• Shareinformation.Executingisreallyhard,soit’sOKtosharetactics.
Page22 Tweetwithme@ingaroma
BuildYourPersonalBrand• BecomeaMarketoChampion-MarketoElitecustomers
• Submitapplicationforawards,MarketoREVVIE’sisyourPR
• Ownwhatyouknow,don’tgetfixatedonyoudon’tknow
• Shareopinionswithothers(haveaPOV)– peoplelisten
@ingaroma
www.linkedin.com/in/ingaromanoff
Inga(212)390-0082
Page24 Tweetwithme@ingaroma
Community101• Addapicture!• Addadescription• Addskills(withtherightkeywords)• LinktoyourLinkedInprofile• Jointhelocalusergroup• Turnonnotificationsandemailpreferences• Verifythatyourcertificationisshown
Don’tbeaCheburashka!
Page25 Tweetwithme@ingaroma
Community201• Writeandshareyourideas- posttotheblog• Sharenewproductideas- intheIdeassection• Answerothers’questions(it’sworthit)• Goto“YourPlaces”tofindthegroupsyou’repartof• Understandthedifferencebetween
• docs.marketo.com(productdocumentation)• community.marketo.com(community,productideas,groups)• developer.marketo.com(developerdocumentation)
Page26 Tweetwithme@ingaroma
Community301- GivingBack
• SpeakorsubmitatopicatUserGroup• Hostorstartanewusergroupifyoudon’thaveone!• ApplytospeakatMarketoSummit• GotoMarketoevents/roundtables• VolunteerforMarketoSmartBaratevents(Champions)• Sharethesehow-to’stohelpotherpeople!
Page27 Tweetwithme@ingaroma
MarketoCompensationSurvey2016
• 150+responses• 43MarketoChampions(!)• 83%haveusedMarketoformorethan1year• 82%intheUS,18%International (37%California)• 23%Consultants• 51%ManagerLevel,33%DirectorLevel• 74%MarketoAdminorSuperUser• 67%attendUserGroups• 62%MarketoCertified
• RespondentsfrompostsontheMarketoCommunity/LinkedIninMar-Apr2016
Page28 Tweetwithme@ingaroma
OverallCompensationBreakdown
Medianis$100K-$124Krange
Around25%areover$150K
Around20%below$75K
Page29 Tweetwithme@ingaroma
CompensationbyMarketoExperience
Medianwith1-3yearsofexperienceisaround$100K
Medianwith3+yearsofexperienceis$125K-$150K
Page30 Tweetwithme@ingaroma
CompensationByLevel(Manager/Director)
AroundhalfofDirectorsare>$150K
AroundhalfofManagersare>$100K
Page31 Tweetwithme@ingaroma
Compensation(AreyouaConsultant?)
Over80%ofConsultantsare>$100K
Nearly40%ofConsultantsare>$150K
Page32 Tweetwithme@ingaroma
CompensationbyState
Varieswidelybystate
CA,MAmedianis>$125K
IL,OH,TXmedianis<$100K
Page33 Tweetwithme@ingaroma
CompensationbyCompanySize
Generally,compensationforMarketousersishigherasthecompanysizegrows.
Page34 Tweetwithme@ingaroma
CompensationbySizeofMarketingTeam
Similarly,compensationforMarketousersishigherasthesizeoftheMarketingteamgrows.
Page35 Tweetwithme@ingaroma
Compensation(AreyouaMarketoChamp?)
Overone-thirdofMarketoChampsare>$150K
ThedistributionofChamps’compisstillfairlywide.