HG Insights|Phoenix

CMO Marketing-Impact Narrative

A CMO-grade impact narrative — your marketing-sourced metrics, framed against the market demand that marketing is supposed to be capturing.

Executive - Marketing impact

Is marketing capturing a rising market or outrunning a flat one?

+18%
Sourced pipeline (yours)
Results vs. the market
+18% sourced pipeline. HG: category
demand +6%. Marketing is beating the market.
MetricRead
Sourced pipeline +18%vs. market +6%
VerdictOutperforming demand
Next betDouble the winning channel
Why it lands
An 18% pipeline increase sounds good until you ask 'versus what?' HG showing category demand grew only 6% reframes it: marketing didn't ride a wave, it outperformed the market by 3x — a far stronger board story, and a true one.

Overview

Build a CMO marketing-impact narrative: take supplied marketing metrics (MQLs, sourced pipeline, influenced revenue) and frame them against HG category demand — so the board sees whether marketing is capturing a rising market or fighting a falling one, with honest labeling of supplied vs. HG-sourced data.

Use cases

  • Marketing impact in market context

    Raw marketing growth is ambiguous. Framing it against HG category demand reveals whether the team beat the market or just floated with it — the number the board actually wants.

  • A defensible board story for marketing

    When the CMO can show marketing growth outpaced independent market-demand data, the impact narrative survives the CFO's scrutiny.

View workflow prompt
# CMO Marketing-Impact Narrative

## Parameters

- `{{marketing_metrics}}` *(required)* — Pasted marketing metrics (MQLs, sourced pipeline, influenced revenue, CAC). Example: `Sourced pipeline $24M (+18%), MQLs 1,200, influenced revenue $9M`
- `{{category}}` *(required)* — Your category for demand framing. Example: `observability`

## Purpose
Build a CMO impact narrative that frames {{marketing_metrics}} against {{category}} market demand from HG — so leadership sees whether marketing's results reflect capturing a growing market or outperforming a flat one. Label supplied vs. HG-sourced data.

## Process
1. **State the metrics** — restate {{marketing_metrics}} (user-supplied; labeled).
2. **Market demand backdrop** — `intent_category` + `list_intent_topics` for the {{category}} demand trend (the market marketing is fishing in).
3. **Relative read** — is sourced pipeline growth keeping pace with, beating, or lagging market demand growth? That's the real impact question.
4. **Sentiment** — `get_product_reviews` for whether buyer priorities are shifting in ways marketing should address.
5. **Narrative** — a CMO-grade impact story: results, market context, the relative read, and the next bet.

## Output Format
Markdown with:
- `# CMO Marketing Impact — {{category}}`
- `## Results` (your metrics, labeled)
- `## Market Demand` (HG, cited)
- `## Relative Read` (beating or lagging the market)
- `## Next Bet`
- `## Citations`

## Quality Checklist
- Marketing metrics labeled user-supplied; demand signals cited
- The relative read compares marketing growth to market-demand growth
- Next bet follows from the relative read
- Exec-grade, honest framing