From strategy decks to a marketing engine and performance you can report on

For CMOs and heads of marketing, strategy is rarely the problem.

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You may already have segmentation, positioning, pillars and plays agreed. The challenge is translating that thinking into a marketing engine and performance system that shows up in analytics, pipeline and revenue.​

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Between the deck and the results sit funnels, pages, campaigns and a team with finite capacity. Without a structured way to connect them, you end up with smart ideas and scattered execution.​

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A marketing engine and performance lens helps you move from “what we said in the strategy workshop” to “what we can see working in the numbers”.​

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Define the funnels that matter

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Start by deciding which funnels you actually care about. Not in theory, inside your current go‑to‑market motion.​

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Typical examples:

• New logo, sales‑led: inbound → qualification → discovery → proposal.
• Product‑led or self‑serve: visit → key page views → sign‑up → activation.
• Expansion: existing customer → trigger → cross‑sell/upsell conversation.

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For each funnel, clarify:

• The entry points (channels, campaigns, pages).
• The key digital touchpoints (site, product surfaces, emails).
• The milestones that matter (MQL, opportunity, activation, renewal).​

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This gives you a small number of flows that become the backbone of your marketing engine, instead of dozens of loosely connected paths.​

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Align key pages and forms with those funnels

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With funnels defined, look at the current digital real estate with a critical eye.​

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Questions to ask:

• Do we have the right pages for each funnel, or are we overloading generic pages?
• Do forms and CTAs match the commitments we are asking for (demo, trial, content)?
• Is the story on each page consistent with the positioning and value prop in the deck?​

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Typical work here includes:

• Rewriting and restructuring core product/service pages around specific funnels.
• Creating focused landing pages for priority plays.
• Simplifying or consolidating forms so they are easier to track and optimise.​

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The goal is for traffic from campaigns to land on pages that can actually convert and be measured in a meaningful way, rather than disappearing into a generic homepage experience.​

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Map campaigns to funnels, pages and metrics

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Once funnels and pages are in shape, campaigns can stop being one‑offs and start acting as inputs to the engine.​

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For each campaign, define:

• Which funnel it supports.
• Which page(s) it drives to.
• Which audience and message variant it is testing.
• The small set of metrics that matter: conversions to the next stage, not just impressions or clicks.​

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Reporting then shifts from:

• “Here is how LinkedIn ads did vs Google Ads.”

to:

• “Here is how each funnel and its supporting campaigns contributed to opportunities, revenue or activation, and where we see drop‑off.”​

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This makes it easier to diagnose problems. If performance is off, you can ask:

• Is this an offer issue, a page issue, a creative issue or a targeting issue?​

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How this changes the CMO’s job

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For senior marketers, a working marketing engine and performance system changes both the day‑to‑day and the conversations with leadership.​

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Instead of:

• Debating channels in isolation.
• Being asked to “do more of what worked last quarter” without a clear model.
• Wrestling reports into a narrative every QBR.​

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You can:

• Walk through funnels, show where they are strong or weak, and propose specific improvements.
• Tie investment to improvements in defined flows rather than a long list of disconnected tests.
• Give your team clearer focus: “we are improving this funnel this quarter” instead of “try a bit of everything”.​

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This is the kind of marketing engine and performance work Lobos brings to CMOs and lean teams: making sure there is a visible line from strategy deck to digital experience to numbers, without requiring a massive new internal build‑out.​

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If your current reality is “great strategy, scattered execution, and reporting that feels like a patchwork”, the next step is not another deck. It is turning what you already agreed into a small number of funnels, pages and campaigns you can measure and improve.