{"id":8729,"date":"2023-01-05T06:10:02","date_gmt":"2023-01-05T06:10:02","guid":{"rendered":"https:\/\/bamboobox.ai\/dev\/https-bamboobox-ai-blog-predictable-pipeline-top-cmo-goal-2023\/"},"modified":"2026-02-10T11:13:16","modified_gmt":"2026-02-10T11:13:16","slug":"predictable-pipeline-top-cmo-goal-2023","status":"publish","type":"post","link":"https:\/\/bamboobox.ai\/dev\/predictable-pipeline-top-cmo-goal-2023\/","title":{"rendered":"Predictable Pipeline Generation is The Top CMO Goal for 2023"},"content":{"rendered":"\r\n<p class=\"wp-block-paragraph\">Predictable Pipeline<\/p>\r\n\r\n\r\n\r\n<p class=\"wp-block-paragraph\">2022 has thrown up ample surprises for businesses across the globe. As economies face the rising tide of uncertainty, CMOs are under pressure to <em>communicate the value of marketing in a more factual manner<\/em>. Marketers everywhere are increasingly facing the need to assimilate data and present the ROI for every dollar spent.<\/p>\r\n<p><img decoding=\"async\" src=\"https:\/\/bamboobox.ai\/dev\/wp-content\/uploads\/2022\/08\/Predictable-pipeline-is-top-cmo-goal-for-2023.png\" alt=\"Predictable-pipeline-is-top-cmo-goal-for-2023\" \/ loading=\"eager\"><br \/><br \/>What are the areas marketers need to focus on to ride out this wave of challenges? What\u2019s the ointment to marketing\u2019s woes?<br \/><br \/>With these thoughts we conducted a CMO survey.<\/p>\r\n\r\n\r\n\r\n<div id=\"ez-toc-container\" class=\"ez-toc-v2_0_82_2 counter-hierarchy ez-toc-counter ez-toc-grey ez-toc-container-direction\">\n<div class=\"ez-toc-title-container\">\n<p class=\"ez-toc-title\" style=\"cursor:inherit\">Table of Contents<\/p>\n<span class=\"ez-toc-title-toggle\"><a href=\"#\" class=\"ez-toc-pull-right ez-toc-btn ez-toc-btn-xs ez-toc-btn-default ez-toc-toggle\" aria-label=\"Toggle Table of Content\"><span class=\"ez-toc-js-icon-con\"><span class=\"\"><span class=\"eztoc-hide\" style=\"display:none;\">Toggle<\/span><span class=\"ez-toc-icon-toggle-span\"><svg style=\"fill: #999;color:#999\" xmlns=\"http:\/\/www.w3.org\/2000\/svg\" class=\"list-377408\" width=\"20px\" height=\"20px\" viewBox=\"0 0 24 24\" fill=\"none\"><path d=\"M6 6H4v2h2V6zm14 0H8v2h12V6zM4 11h2v2H4v-2zm16 0H8v2h12v-2zM4 16h2v2H4v-2zm16 0H8v2h12v-2z\" fill=\"currentColor\"><\/path><\/svg><svg style=\"fill: #999;color:#999\" class=\"arrow-unsorted-368013\" xmlns=\"http:\/\/www.w3.org\/2000\/svg\" width=\"10px\" height=\"10px\" viewBox=\"0 0 24 24\" version=\"1.2\" baseProfile=\"tiny\"><path d=\"M18.2 9.3l-6.2-6.3-6.2 6.3c-.2.2-.3.4-.3.7s.1.5.3.7c.2.2.4.3.7.3h11c.3 0 .5-.1.7-.3.2-.2.3-.5.3-.7s-.1-.5-.3-.7zM5.8 14.7l6.2 6.3 6.2-6.3c.2-.2.3-.5.3-.7s-.1-.5-.3-.7c-.2-.2-.4-.3-.7-.3h-11c-.3 0-.5.1-.7.3-.2.2-.3.5-.3.7s.1.5.3.7z\"\/><\/svg><\/span><\/span><\/span><\/a><\/span><\/div>\n<nav><ul class='ez-toc-list ez-toc-list-level-1 ' ><li class='ez-toc-page-1 ez-toc-heading-level-2'><a class=\"ez-toc-link ez-toc-heading-1\" href=\"#\" data-href=\"https:\/\/bamboobox.ai\/dev\/predictable-pipeline-top-cmo-goal-2023\/#What_was_the_goal_of_our_CMO_survey\" >What was the goal of our CMO survey<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-2'><a class=\"ez-toc-link ez-toc-heading-2\" href=\"#\" data-href=\"https:\/\/bamboobox.ai\/dev\/predictable-pipeline-top-cmo-goal-2023\/#The_meter_is_clearly_turning_towards_predictable_pipeline\" >The meter is clearly turning towards predictable pipeline<\/a><ul class='ez-toc-list-level-3' ><li class='ez-toc-heading-level-3'><a class=\"ez-toc-link ez-toc-heading-3\" href=\"#\" data-href=\"https:\/\/bamboobox.ai\/dev\/predictable-pipeline-top-cmo-goal-2023\/#Important_marketing_goals_for_2023\" >Important marketing goals for 2023<\/a><\/li><\/ul><\/li><li class='ez-toc-page-1 ez-toc-heading-level-2'><a class=\"ez-toc-link ez-toc-heading-4\" href=\"#\" data-href=\"https:\/\/bamboobox.ai\/dev\/predictable-pipeline-top-cmo-goal-2023\/#Are_your_existing_marketing_processes_and_tools_meeting_your_needs\" >Are your existing marketing processes and tools meeting your needs?<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-2'><a class=\"ez-toc-link ez-toc-heading-5\" href=\"#\" data-href=\"https:\/\/bamboobox.ai\/dev\/predictable-pipeline-top-cmo-goal-2023\/#Interesting_Find_Understanding_the_interplay_of_channels_remains_a_challenge\" >Interesting Find: Understanding the interplay of channels remains a challenge<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-2'><a class=\"ez-toc-link ez-toc-heading-6\" href=\"#\" data-href=\"https:\/\/bamboobox.ai\/dev\/predictable-pipeline-top-cmo-goal-2023\/#How_to_make_pipeline_generation_a_predictable_process_in_2023\" >How to make pipeline generation a predictable process in 2023<\/a><\/li><\/ul><\/nav><\/div>\n<h2 class=\"wp-block-heading\"><span class=\"ez-toc-section\" id=\"What_was_the_goal_of_our_CMO_survey\"><\/span><strong>What was the goal of our CMO survey<\/strong><span class=\"ez-toc-section-end\"><\/span><\/h2>\r\n\r\n\r\n\r\n<p class=\"wp-block-paragraph\">The objective of our marketing goals survey was to pull thoughts together and get a consensus on the most popular needs of CMOs. We asked 40 marketing leaders in enterprises and startups across the US and India to share their <em>most important needs and aspirations for the next 12 months<\/em>.<br \/><br \/>We asked the population to rate 11 of the hottest marketing goals on two scales &#8211; <em>importance versus needs met<\/em>. The questions in our CMO survey were around:<\/p>\r\n\r\n\r\n\r\n<ul class=\"wp-block-list\">\r\n<li>Driving demand efficiently<\/li>\r\n\r\n\r\n\r\n<li><a href=\"https:\/\/bamboobox.ai\/dev\/blog\/how-to-build-your-sales-acceleration-strategy\/\" data-type=\"post\" data-id=\"4976\"><mark class=\"has-inline-color has-vivid-cyan-blue-color\" style=\"background-color: rgba(0, 0, 0, 0);\">Sales cycle acceleration<\/mark><\/a><\/li>\r\n\r\n\r\n\r\n<li>Predictable pipeline generation<\/li>\r\n\r\n\r\n\r\n<li>Effective data usage<\/li>\r\n\r\n\r\n\r\n<li>Engagement personalization tactics<\/li>\r\n<\/ul>\r\n\r\n\r\n<div class=\"wp-block-image\">\r\n<figure class=\"aligncenter size-full is-resized\"><img fetchpriority=\"high\" decoding=\"async\" class=\"wp-image-5876\" src=\"https:\/\/bamboobox.ai\/dev\/wp-content\/uploads\/2022\/08\/cmo-survey-response-for-predictable-pipeline.png\" alt=\"cmo survey response for predictable pipeline\" width=\"564\" height=\"383\" \/ loading=\"eager\"><br \/>\r\n<figcaption class=\"wp-element-caption\">Percentage breakup of the CMO survey response rate.<\/figcaption>\r\n<\/figure>\r\n<\/div>\r\n\r\n\r\n<p class=\"wp-block-paragraph\">87% of the respondents expressed their urgency for specific marketing goals. From these responses, we were able to determine where marketing trends are headed towards (at least for the next four quarters).<\/p>\r\n\r\n\r\n\r\n<h2 class=\"wp-block-heading\"><span class=\"ez-toc-section\" id=\"The_meter_is_clearly_turning_towards_predictable_pipeline\"><\/span><strong>The meter is clearly turning towards predictable pipeline<\/strong><span class=\"ez-toc-section-end\"><\/span><\/h2>\r\n\r\n\r\n\r\n<p class=\"wp-block-paragraph\">What does marketing need to do to rise above the tide of market uncertainties? Aside from seeking a clear answer to this question, our motive was to verify marketing\u2019s concerns.<\/p>\r\n\r\n\r\n\r\n<p class=\"wp-block-paragraph\">Popular opinion has made us believe that CMOs are concerned about justifying the value to marketing within the organization. But does this really hold water?<\/p>\r\n\r\n\r\n\r\n<h3 class=\"wp-block-heading\"><span class=\"ez-toc-section\" id=\"Important_marketing_goals_for_2023\"><\/span><strong>Important marketing goals for 2023<\/strong><span class=\"ez-toc-section-end\"><\/span><\/h3>\r\n\r\n\r\n\r\n<p class=\"wp-block-paragraph\">The top 3 areas where marketing leaders in our survey put their money on are:<\/p>\r\n\r\n\r\n\r\n<ol class=\"wp-block-list\">\r\n<li>Predictable pipeline generation process<\/li>\r\n\r\n\r\n\r\n<li>Increase the marketing contribution to pipeline<\/li>\r\n\r\n\r\n\r\n<li>Simple and efficient demand generation process<\/li>\r\n<\/ol>\r\n\r\n\r\n<div class=\"wp-block-image\">\r\n<figure class=\"aligncenter size-full\"><img decoding=\"async\" class=\"wp-image-5874\" src=\"https:\/\/bamboobox.ai\/dev\/wp-content\/uploads\/2022\/08\/predictable-pipeline-is-top-cmo-suvey-goal-for-2023.png\" alt=\"predictable pipeline is top cmo suvey goal for 2023\" \/ loading=\"eager\"><br \/>The top three important marketing goals for CMOs according to the survey.<\/figure>\r\n<p>&nbsp;<\/p>\r\n<\/div>\r\n\r\n\r\n<p class=\"wp-block-paragraph\">What does this mean?<\/p>\r\n\r\n\r\n\r\n<p class=\"wp-block-paragraph\">Marketing, today, has taken the leap from a lead-focussed function to actively creating and capturing demand. Even with the looming pressure to accelerate the tediously slow <a href=\"https:\/\/blog.datananas.com\/en\/evolution-b2b-sales-cycle\/\">B2B sales cycle<\/a> and meet quota, marketing and sales have agreed to focus on generating demand.<br \/><br \/>Right now, a robust demand generation process is the best means to drive quality opportunity generation. This means more <mark class=\"has-inline-color has-vivid-cyan-blue-color\" style=\"background-color: rgba(0, 0, 0, 0);\"><a href=\"https:\/\/bamboobox.ai\/dev\/blog\/how-to-build-a-qualified-sales-pipeline\/\" data-type=\"post\" data-id=\"3363\">opportunities in the pipeline<\/a> <\/mark>that will convert to closed-wons. And less of those opportunities which are not in the buying journey.<br \/><br \/>While marketing folks may be concerned about how they\u2019re being perceived outside their function,<em> the immediate response is to have an impact on the pipeline<\/em>. This is where the much-discussed sales and marketing collaboration for revenue growth comes into play.<\/p>\r\n\r\n\r\n\r\n<p class=\"wp-block-paragraph\">As marketers work on driving demand to build a qualified pipeline of opportunities, a stronger cohesion develops between the two teams. A predictable pipeline generation process becomes <em>the bridge for sales and marketing<\/em>.<br \/><br \/>And this collaboration shouldn\u2019t end at the opportunity handoff stage, rather it should exist wherever there\u2019s a need for the teams to engage together. With B2B sales cycles operating in a loop, this is understandable.<\/p>\r\n\r\n\r\n\r\n<h2 class=\"wp-block-heading\"><span class=\"ez-toc-section\" id=\"Are_your_existing_marketing_processes_and_tools_meeting_your_needs\"><\/span><strong>Are your existing marketing processes and tools meeting your needs?<\/strong><span class=\"ez-toc-section-end\"><\/span><\/h2>\r\n\r\n\r\n\r\n<p class=\"wp-block-paragraph\">Identifying the areas where you want to allocate your marketing budget or resources is primary. But are you sure of getting the ROI you want?<br \/><br \/>75% of the respondents in the survey highlighted the <em>inability to understand and track their <a href=\"https:\/\/bamboobox.ai\/dev\/blog\/account-scoring-de-mystifying-the-b2b-buyer-journey-you-might-feel-you-know-your-buyers-journey-but-are-you-really-sure\/\" data-type=\"post\" data-id=\"654\"><mark class=\"has-inline-color has-vivid-cyan-blue-color\" style=\"background-color: rgba(0, 0, 0, 0);\">buyer\u2019s journey<\/mark><\/a> <\/em>using their existing tools and processes. This in turn affects their demand generation programs and subsequently their pipeline predictability.<\/p>\r\n\r\n\r\n<\/ul>\r\n<!-- \/wp:post-content -->\r\n\r\n<!-- wp:image {\"align\":\"center\",\"id\":5876,\"width\":564,\"height\":383,\"sizeSlug\":\"full\",\"linkDestination\":\"none\"} -->\r\n<figure class=\"wp-block-image aligncenter size-full is-resized\"><img decoding=\"async\" class=\"wp-image-5857\" src=\"https:\/\/bamboobox.ai\/dev\/wp-content\/uploads\/2022\/08\/cmo-survey-needs-met-1.png\" alt=\"cmo survey needs met\" width=\"688\" height=\"376\" \/ loading=\"eager\"><br \/>\r\n<figcaption class=\"wp-element-caption\">Comparison of the needs met for popular marketing goals in the survey.<\/figcaption>\r\n<\/figure>\r\n<!-- \/wp:image -->\r\n\r\n<!-- wp:paragraph -->\r\n<p>&nbsp;<\/p>\r\n<\/figure>\r\n<!-- \/wp:paragraph -->\r\n\r\n<!-- wp:paragraph -->\r\n<p>Sometimes we\u2019re dead sure of the activities, channels and programs that\u2019ll deliver the results we want. But often we fail to deliver not because we didn\u2019t have the data. We fail because we are unable to identify what tools and processes need to be adopted to make <a href=\"https:\/\/bamboobox.ai\/dev\/blog\/account-based-engagement-adopt-abm-with-a-data-driven-marketing-strategy\/\" data-type=\"post\" data-id=\"3189\"><mark class=\"has-inline-color has-vivid-cyan-blue-color\" style=\"background-color: rgba(0, 0, 0, 0);\">marketing more data-driven<\/mark><\/a>. Which means that there is <em>no clear system to aggregate and understand the data<\/em> we possess.<\/p>\r\n<!-- \/wp:paragraph -->\r\n\r\n<!-- wp:paragraph -->\r\n<p>Marketing can eliminate the chaos in their pipeline generation process by setting up a single source of truth. And making it as accessible and actionable as possible.<\/p>\r\n<!-- \/wp:paragraph -->\r\n\r\n<!-- wp:heading -->\r\n<h2><span class=\"ez-toc-section\" id=\"Interesting_Find_Understanding_the_interplay_of_channels_remains_a_challenge\"><\/span><strong>Interesting Find: <\/strong>Understanding the interplay of channels remains a challenge<span class=\"ez-toc-section-end\"><\/span><\/h2>\r\n<!-- \/wp:heading -->\r\n\r\n<!-- wp:paragraph -->\r\n<p>All previous observations aside, there is one area where all respondents unanimously agreed that marketing needs to work better. Understanding <em>the interplay of channels<\/em> across the buying journey.<\/p>\r\n<!-- \/wp:paragraph -->\r\n\r\n<!-- wp:image {\"align\":\"center\",\"id\":5869,\"width\":586,\"height\":352,\"sizeSlug\":\"full\",\"linkDestination\":\"none\"} -->\r\n<figure class=\"wp-block-image aligncenter size-full is-resized\"><img decoding=\"async\" class=\"wp-image-5869\" src=\"https:\/\/bamboobox.ai\/dev\/wp-content\/uploads\/2022\/08\/CMO-survey-buyer-journey-accuracy.png\" alt=\"CMO survey buyer journey accuracy\" width=\"586\" height=\"352\" \/ loading=\"eager\"><br \/>Determining the interplay of channels for target segments is a problem for many marketers.<\/figure>\r\n<figure class=\"wp-block-image aligncenter size-full is-resized\">\r\n<figcaption class=\"wp-element-caption\"><\/figcaption>\r\n<\/figure>\r\n<!-- \/wp:image -->\r\n\r\n<!-- wp:paragraph -->\r\n<p>Moving a target account down the funnel requires a clear strategy to help each stakeholder complete their buying jobs smoothly. To succeed at this, marketers need to engage with target personas across a combination of channels.<br \/><br \/>However, most marketing teams grapple to <a href=\"https:\/\/bamboobox.ai\/dev\/blog\/interplay-channels-b2b-marketing\/\" data-type=\"post\" data-id=\"5591\"><mark class=\"has-inline-color has-vivid-cyan-blue-color\" style=\"background-color: rgba(0, 0, 0, 0);\">understand the interplay of channels<\/mark><\/a> for their target market segments. They don\u2019t have the <em>intelligence to determine the right channel combinations<\/em> that will move a <a href=\"https:\/\/bamboobox.ai\/dev\/blog\/buyer-group-size-persona\/\" data-type=\"post\" data-id=\"3522\"><mark class=\"has-inline-color has-vivid-cyan-blue-color\" style=\"background-color: rgba(0, 0, 0, 0);\">buyer group<\/mark><\/a> ahead in their journey.<br \/><br \/>Why do marketers miss out on this? Most engagement strategies aren\u2019t devised in relation to accurate buying journeys. All your messaging and engagement tactics fall flat when they aren\u2019t relevant to the buying journey stage of the accounts.<\/p>\r\n<!-- \/wp:paragraph -->\r\n\r\n<!-- wp:heading -->\r\n<h2><span class=\"ez-toc-section\" id=\"How_to_make_pipeline_generation_a_predictable_process_in_2023\"><\/span><strong>How to make pipeline generation a predictable process in 2023<\/strong><span class=\"ez-toc-section-end\"><\/span><\/h2>\r\n<!-- \/wp:heading -->\r\n\r\n<!-- wp:paragraph -->\r\n<p>So, clearly, the CMO goal for the next 12 months is <em>predictable pipeline generation<\/em>. And marketing leaders are looking to drive this through <a href=\"https:\/\/bamboobox.ai\/dev\/blog\/demand-generation-five-critical-actions-to-simplify-demand-generation\/\" data-type=\"post\" data-id=\"2626\"><mark class=\"has-inline-color has-vivid-cyan-blue-color\" style=\"background-color: rgba(0, 0, 0, 0);\">efficient demand gen<\/mark> <\/a>programs.<\/p>\r\n<!-- \/wp:paragraph -->\r\n\r\n<!-- wp:paragraph -->\r\n<p>The hindrances being the <em>detached data systems in place and inaccurate tracking of buyer\u2019s journeys<\/em>. Every touchpoint needs to be seamlessly connected to the data ecosystem of the organization. This will enable marketers to harness actionable insights to turn their demand generation programs into <a href=\"https:\/\/bamboobox.ai\/dev\/blog\/demand-generation-predictable-pipeline-generation-ml\/\" data-type=\"post\" data-id=\"5671\"><mark class=\"has-inline-color has-vivid-cyan-blue-color\" style=\"background-color: rgba(0, 0, 0, 0);\">predictable pipeline generation<\/mark><\/a> processes.<\/p>\r\n<!-- \/wp:paragraph -->\r\n\r\n<!-- wp:image {\"align\":\"center\",\"id\":6706,\"width\":506,\"height\":126,\"sizeSlug\":\"large\",\"linkDestination\":\"none\",\"className\":\"is-style-rounded\"} \/-->\r\n\r\n<!-- wp:paragraph -->\r\n<p>&nbsp;<\/p>\r\n<!-- \/wp:paragraph -->","protected":false},"excerpt":{"rendered":"<p>Predictable Pipeline 2022 has thrown up ample surprises for businesses across the globe. As economies face the rising tide of uncertainty, CMOs are under pressure to communicate the value of marketing in a more factual manner. Marketers everywhere are increasingly facing the need to assimilate data and present the ROI for every dollar spent. What [&hellip;]<\/p>\n","protected":false},"author":1,"featured_media":8732,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"footnotes":""},"categories":[94,104],"tags":[115,95,191,118],"class_list":["post-8729","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-blog","category-predictable-pipeline","tag-b2b-sales-and-marketing","tag-buying-journey","tag-sales-acceleration","tag-sales-pipeline"],"acf":[],"_links":{"self":[{"href":"https:\/\/bamboobox.ai\/dev\/wp-json\/wp\/v2\/posts\/8729","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/bamboobox.ai\/dev\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/bamboobox.ai\/dev\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/bamboobox.ai\/dev\/wp-json\/wp\/v2\/users\/1"}],"replies":[{"embeddable":true,"href":"https:\/\/bamboobox.ai\/dev\/wp-json\/wp\/v2\/comments?post=8729"}],"version-history":[{"count":0,"href":"https:\/\/bamboobox.ai\/dev\/wp-json\/wp\/v2\/posts\/8729\/revisions"}],"wp:featuredmedia":[{"embeddable":true,"href":"https:\/\/bamboobox.ai\/dev\/wp-json\/wp\/v2\/media\/8732"}],"wp:attachment":[{"href":"https:\/\/bamboobox.ai\/dev\/wp-json\/wp\/v2\/media?parent=8729"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/bamboobox.ai\/dev\/wp-json\/wp\/v2\/categories?post=8729"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/bamboobox.ai\/dev\/wp-json\/wp\/v2\/tags?post=8729"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}