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Justifying a customer marketing role under your support

JJulie Neumeister

Another Friday night share, does anyone have anything they could share on how they justified getting a customer marketing person to work under/support them? I am in that position and have a business case written up, but REALLY want to do this right and succeed- so open to seeing how others did it 🙂

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4 comments
MMary Green

I believe has offered to share about this.

EEmily Coleman

Generally, when I'm putting together a pitch for more resources (platform or hiring), I include the following information:

  • Job description already drafted
  • How the KPIs we have set have impacted the business. For example, if you're looking for someone to run a reference program, I would say something like, our reference customers have influenced $X in pipeline and bookings, accelerated deal cycles by X days, and increased average deal size by X%.
  • Do some math to put together what the impact will be with an additional resource. For example, by bringing on additional headcount, we expect to support X% increase in matching reference calls, which should yield X% increase in the metrics above.
If you can get really specific about your pain point and how a new hire will drive business or tie directly to a strategic OKR, it will be much easier for leadership to see how increasing headcount brings them value. It will also set your new hire up for success because it makes the job description clearer and tied to your department's objectives.

KKevin Lau

Prob easier for me to explain it on a call but essentially as part of annual planning for the following year, I tie my big bets to resources (budget and HC) aligned to company OKRs. In some cases, I position it as shared cost across several departments to fund

JJulie Neumeister

Thank you both for the insights! Very helpful 🙏

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