September Meeting Presentation

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CXO Unfiltered Member Meeting 9/26/25

Agenda Opening Remarks 5-min

Expert Speaking Session 25-min

Peer-to-Peer Discussion 10-min

Closing Remarks 5-min

Opening Remarks With Alicia and Davis

Introducing Your Hosts

Alicia Hale Davis Potter CEO, Co-founder

ForgeX SVP Growth

Demandbase

Our Mission CXO Unfiltered is an invite-only peer group for B2B executives, offering exclusive access to

research, curated events, and real-time collaboration with peers.

Benefits of CXO Unfiltered Membership

Monthly Member Meetings

Exclusive Research & Resources

Private Network & Community

● Participate in private, CXO-only sessions featuring guest keynote speakers, enterprise case studies, and exclusive in-person gatherings

● Access proprietary research, benchmarking data, and GTM frameworks built specifically for CXO-level decision-makers

● Engage with fellow CXOs in a secure, members-only Slack workspace built for candid conversations, strategic feedback, and support from peers

Exclusive CXO Unfiltered Portal

Exclusive CXO Unfiltered Portal Access

The CXO Unfiltered Portal is your central hub for accessing all resources, including research, executive meetings, and the private Slack community.

Access is limited to CXO Unfiltered members.

Access here:

https://research-hub.forgex.ai/cxo-unfiltered

Call for Nominations to Join

Weʼre keeping this boutique community exclusive to CXOs.

As a founding member, your voice matters.

If you know a world-class CXO who should be part of this group, nominate them by reaching out to:

📩 davis@forgex.ai

Transitioning Off of the MQL Hamster Wheel How to Properly Measure your Marketing Programs

Expert Speaker Introduction

Background

● 20+ years pioneering B2B marketing and GTM innovation as Co-Founder and CMO of Marketo

● Drove growth as Co-Founder and CEO of Engagio, advancing the field of account-based marketing and modern demand generation

● Renowned thought leader frequently featured by Forbes and SaaStr

Jon Miller Former Marketo CMO, Co-Founder

Stealth Startup

1. Marketing is not a Gumball Machine

2. Tragedy of the Commons

Gen AI

3. Underinvestment in brand

Nombre: Fecha:

How much should B2B invest in brand vs. demand?

Source: Binet and Field (LinkedIn commissioned study)

Demand generation (activation)

Long-term brand building

54%

46%

4. Short-Term Focus

Short-Term Focus

❌ Treating buyers as leads, not people

❌ Gating content and pricing information

❌ Treating every form fill as buying intent

❌ Over-investing on measurable tactics

❌ Prioritizing new business over customer growth

The New Playbook: Focus on

Brand and Fundamentals in The Age of AI

Awareness Trust

Relationships Partners Communities Influencers Founder Brand

Craftsmanship

Experiences

True Revenue Marketing

✅Shapes market perceptions, so you’re the first one buyers contact when they're ready.

✅Crafts positioning so compelling that your competition becomes an afterthought.

✅Builds strong brand equity that you don't need to discount to win deals.

New Metrics

✅ Brand awareness ✅ Reputation sentiment ✅ Target account engagement ✅ Shared pipeline goals ✅ S3 – Shortlist Share Score ✅ Net-revenue retention (NRR) ✅ Net-promoter score (NPS) ❌ MQLs ❌ Attribution

What Can a Marketing Leader Actually Do? ✅ Pipeline is Permission

✅ Reframe the Narrative Around Risk

✅ Build a Coalition of Operational Advocates

✅ Invest in Brand (But Position It Properly)

✅ Fix the Attribution Model (Team-Based)

✅ Focus Metrics on Leading Indicators

✅ “Market the Marketing” Internally

✅ Avoid Magical Spreadsheet Planning (Use Benchmarks)

✅ Ensure CEO Sponsorship

Closing Remarks With Alicia and Davis

Monthly Meeting Dates Through FY-25

October, 30

November 21

December, 12

TBD Coming soon…

Next Steps

1. Join our private Slack channel. 2. Explore the Member Portal. 3. Let us know any questions or

key concepts our next session with Jon Miller.

Invite your network to join!

September Meeting Presentation

Item Type: pdf