To combat distractions and focus on impactful work, prioritize tasks based on their direct contribution to revenue first, then business efficiency. All other initiatives, including new projects or "shiny objects," must come last.
A CMO's role extends beyond lead generation. By analyzing operational data, they can identify bottlenecks and opportunities, creating strategic alignment across marketing, sales, and operations to improve the entire customer experience and drive efficiency.
Beyond tactical execution, a Chief Marketing Officer's primary strategic function at the executive table is to represent the customer's perspective. This ensures that brand-building efforts and overall business strategy remain customer-centric and effective, a viewpoint that can otherwise get lost.
The home services industry became addicted to trackable digital marketing, leading to inflated acquisition costs. Building a strong brand makes you the default choice, driving cheaper, high-intent branded searches and lowering overall customer acquisition costs over the long term.
Businesses shouldn't shy away from publicizing community work out of humility. Promoting a non-profit partner provides them with valuable marketing exposure they often can't afford, allowing them to dedicate more resources to their core programs. It's a powerful way to amplify their impact.
Your marketing message (e.g., "no-pressure sales") must match your actual sales process. A mismatch creates a lie in the customer's mind, eroding trust. Marketers must understand and align with the organization's inherent "sales DNA" to ensure a consistent customer experience.
By creating a two-person team focused exclusively on a non-aggressive, 120-day follow-up cadence for open estimates, Bone Dry Roofing generated an additional $6.5 million in revenue. This demonstrates the immense, measurable value of systematic post-quote engagement.