Problem
The VP of Marketing asked for a dashboard. The request revealed the real problem: the C-suite did not see the value of investment in brand.
The Proof/ Case study
The business case for brand
How a dashboard request from a VP of Marketing became a C-suite strategy framework and largely automated dashboards that showed how channels differed in incremental annual contract value per touchpoint.
- Industry:
- Global B2B SaaS
- Client:
- The VP of Marketing at a publicly traded global B2B SaaS company with 6,000 employees and $2 billion in annual revenue. Client name not published.
- Functions:
- marketing
B2B enterprise, publicly traded
What Acorn did
Acorn delivered a C-suite strategy framework with three modules: Business Impact, Customer Engagement and Brand Strength.
We also delivered largely automated dashboards for the framework.
Result
Channel analysis showed that channels differed in incremental annual contract value per touchpoint, which guided where to concentrate a limited budget.
The marketing leader was promoted to Chief Marketing Officer after the engagement.
Who this is for
Marketing leaders who are asked to justify brand spend with metrics that never connect to what the C-suite cares about.