In this episode of CMO Convo, Global Marketing Leader Michal Lasman sits down with Steve Keifer, CMO at Ordway, to dive into the real challenges of budgeting, balancing brand with demand, and the all-important task of communicating marketing metrics to stakeholders.

With extensive experience leading growth at high-impact SaaS companies, Steve shares his strategies for getting executive buy-in, advocating for the right resources, and ensuring that metrics speak to the business’s bottom line.

If you’re managing a marketing budget or need to secure support from the C-suite, Steve’s insights are packed with practical takeaways.

Check the full episode here.👇


Why you should care

Steve’s expertise on metrics, budgeting, and cross-functional relationships couldn’t be more relevant for today’s CMOs, especially those balancing immediate ROI with long-term brand goals. His approach highlights how reframing metrics, presenting data in context, and understanding the CEO and CFO’s perspectives can help CMOs successfully align on strategic priorities.

Key takeaways

  • Craft a metrics strategy: Define and control your metrics to resonate with the executive team, avoiding common vanity metrics.
  • Position brand and demand as essential partners: Frame brand-building efforts as “reputation” and “recognition” to illustrate their importance for long-term success.
  • Use competitor insights for advocacy: Pull data on competitor spending and tactics to strengthen your budget arguments.
  • Keep budget discussions ongoing: Don’t wait for year-end; keep your budget relevance top of mind with proactive updates year-round.

Meet Steve Keifer

Steve Keifer is the CMO at Ordway, with a career spanning software development, product management, sales, and marketing. He’s led marketing at startups and billion-dollar tech companies, gaining a unique perspective on aligning marketing investments with company-wide goals. Steve is a champion of data-backed decision-making and smart cross-functional collaboration.

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