How to map value drivers in B2B marketing, 8 reasons companies need marketing ops and more

Plus - the most overrated platform in Martech

In this edition:

1. How to Map Value Drivers in B2B Marketing (Driver Tree)

2. 8 Reasons Why Companies Need Marketing Ops

3. Poll: What is the most overrated type of tool/platform in Martech?

4. For Paid Subscribers: Pass the Interview and Get the Offer

Join Marketing Ops Town Hall live this week as where we talk about using AI in marketing - register here.

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Thanks to our sponsor, Uptempo, for making this newsletter possible!

7 Steps to Creating and Executing a Great Marketing Plan

Master marketing planning with our 7-step blueprint

Every year, marketers face the same challenge—not AI, not ROI, but planning. Strategic planning, scenario planning, campaign planning. That’s where The Blueprint for Marketing Planning steps in. This comprehensive guide introduces a 7-step process that aligns marketing efforts with corporate goals and helps teams get the most out of their budget. But the value doesn’t stop there. Each chapter dives deep into the toughest marketing planning questions that every marketing leader has faced but may not have had clear answers for... until now. Here’s just a glimpse of the critical questions we address in each chapter:

• Chapter 1: Align to Business Goals

• Chapter 2: Set Marketing’s Goals and Campaign Architecture

• Chapter 3: Define Marketing Campaigns

• Chapter 4: Plan Your Campaigns

• Chapter 5: Finalize Marketing Budget

• Chapter 6: Execute Campaigns

• Chapter 7: Measure Campaign ROI & Optimize

If you’ve ever faced these questions and struggled to find clear answers, The Blueprint for Marketing Planning is your go-to guide. Download it today to gain the insights and tools you need to start this planning season smarter.

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How to Map Value Drivers in B2B Marketing (Driver Tree)

One of the most underrated tools to help you focus on what really drives outcomes: driver trees.

Think about it this way: if you run a lemonade stand and want to make more money, the drivers are simple—how many cups you sell and how much money you make off of each cup.

Now apply this to B2B marketing. I created a driver tree for revenue growth. The key drivers are customer acquisition, retention, expansion revenue, and marketing efficiency. Under each, you can break down even more granular factors.

Here’s the kicker: even if marketing doesn’t own all these areas, it’s critical to map out where marketing can make an impact. It’s also important to ask: are we missing anything? Gaps and blind spots can make or break your growth.

Here’s another example: Want more leads? The drivers could be the number of programs you’re running and how effective they are. One of those programs might be advertising. Zoom in further: how many campaigns are you running, and what’s their output? The tree keeps unfolding.

After you build your tree, analyze it with your team:

• Are we overlooking something?

• Where are the biggest opportunities?

• What’s holding us back?

• Are we investing in the right areas?

• Where should we cut resources?

• How can these drivers reinforce each other?

Driver trees give you clarity. They reveal what really moves the needle and help you course-correct in real time.

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8 Reasons Why Companies Need Marketing Ops

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Poll: What is the most overrated type of tool/platform in Martech?