Mark | GCMO

How CMOs Can Build a Personal Legacy

How CMOs Can Build a Personal Legacy

—

by

Mark Gabrielli
in

Marketing Isn’t Magic—It’s Math (With Better Fonts)

Marketing Isn’t Magic—It’s Math (With Better Fonts)

How CMOs Can Build a Personal Legacy

Let’s get one thing straight: marketing isn’t a mystical art practiced by robe-wearing creatives in candlelit rooms. It’s not a Ouija board. It’s not a vibe. It’s not even a TikTok dance (thank God). Marketing is math. It’s strategy. It’s psychology. And yes, it’s a little bit of showbiz—but the kind with spreadsheets backstage.

So if your current marketing plan is built on “going viral,” “making noise,” or “just being authentic,” I’ve got news for you: you’re not marketing. You’re gambling. And the house always wins—unless you bring a calculator and a killer value prop.

The Big Idea: Marketing Is a System, Not a Sorcery

Here’s the truth bomb you didn’t know you needed:

“Marketing isn’t about being loud. It’s about being heard by the right people, at the right time, with the right offer—and knowing exactly what it cost you to get there.”

That’s it. That’s the game. Everything else is just glitter on a spreadsheet.

Step 1: Know Your Numbers (Or Die Trying)

If you don’t know your CAC, LTV, ROAS, and conversion rates, you’re not a marketer—you’re a magician with a broken wand. Here’s a quick cheat sheet for the acronym-challenged:

  • CAC (Customer Acquisition Cost): How much it costs to get one customer. If it’s more than they’re worth, congrats—you’re paying people to ignore you.
  • LTV (Lifetime Value): How much a customer is worth over time. If you don’t know this, you’re flying blind in a thunderstorm with no pants.
  • ROAS (Return on Ad Spend): How much revenue you make for every dollar spent on ads. If it’s under 1, you’re basically lighting money on fire and calling it “brand awareness.”

Track these. Obsess over them. Tattoo them on your forehead if you have to (or just use a dashboard like a normal person).

Step 2: Build a Funnel That Doesn’t Leak Like a 2003 Honda

Most marketing funnels are about as watertight as a colander. You pour in leads at the top, and by the time they hit sales, you’ve got a puddle of regret and a Slack message from your CFO asking, “What exactly do you do again?”

Here’s how to fix it:

Top of Funnel (TOFU): Awareness That Doesn’t Suck

  • Stop chasing impressions. Chase attention.
  • Use content that educates, entertains, or enrages (in a good way—don’t be a troll).
  • Target like a sniper, not a shotgun. Broad reach is for billboards and bad ideas.

Middle of Funnel (MOFU): Nurture Like a Plant Mom

  • Email sequences that don’t read like a hostage note.
  • Retargeting ads that remind, not annoy.
  • Case studies, testimonials, and proof that you’re not just another SaaS with a cute mascot.

Bottom of Funnel (BOFU): Close Like a Closer

  • Clear CTAs. Not “Learn More.” Not “Maybe Later.” Try “Start Your Free Trial” or “Book a Demo.”
  • Landing pages that convert, not confuse. One goal. One message. One job.
  • Sales enablement that doesn’t make your reps cry.

Step 3: Test, Learn, Repeat (AKA: The Scientific Method, But With More Emojis)

If you’re not A/B testing, you’re just guessing with confidence. And confidence without data is just arrogance in a blazer.

Here’s a simple framework:

  • Hypothesis: “If we change the CTA from ‘Learn More’ to ‘Get Started,’ conversions will increase.”
  • Test: Run both versions. Don’t cheat. Don’t peek early.
  • Measure: Use real metrics. Not vibes. Not your intern’s opinion.
  • Decide: Kill the loser. Scale the winner. Repeat.

Marketing is a lab, not a lounge. Put on your goggles and get to work.

Real Talk: Case Study from the Trenches

One of our clients—a B2B SaaS company with a product more boring than watching paint dry on a compliance form—was spending $50K/month on paid ads with a ROAS of 0.8. That’s not marketing. That’s a bonfire with a Google Ads logo.

We rebuilt their funnel, rewrote their messaging, and focused on one ICP (ideal customer profile) instead of trying to sell to “everyone with a laptop.” Within 90 days:

  • ROAS jumped to 3.2
  • Sales cycle shortened by 40%
  • The CEO stopped crying in meetings

Magic? Nope. Just math, messaging, and a little bit of moxie.

Stop Worshipping the Algorithm. Start Serving the Audience.

Too many marketers are out here chasing the algorithm like it’s a golden retriever with your last slice of pizza. Newsflash: the algorithm doesn’t care about you. But your audience does—if you give them something worth their time.

So stop trying to “hack” your way to growth. Start building