CMOs: How to Achieve Success by Thinking Like an Investment Banker

💡 Mariana Cogan, CMO at Hexagon Manufacturing Intelligence, dives deep into her philosophy of achieving marketing success by thinking like an investment banker. She discusses strategic alignment with sales, maximizing the quality of leads, and her human-to-human (H2H) marketing approach. She also highlights innovative tools to boost sales efficiency and drive revenue. 💡“We need to start thinking more like investment bankers, in the sense that we must pay much closer attention to conversion rates. It’s not just about generating large volumes of leads and MQLs; it's about the quality of the pipeline.” - Mariana CoganMariana elaborates on how she tackled three major challenges—casting too wide a net in marketing, insufficient account intelligence, and not being customer-centric enough. By adopting innovative tools and strategies from her previous experiences, she managed to improve sales efficiency, leading to significant revenue growth. The episode further explores the importance of empowering teams, how to implement structural and procedural changes, and the critical role of authentic content in today’s B2B landscape.Follow Mariana Cogan on LinkedInFollow host Steve MacDonald on LinkedIn

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