The Marketing Millennials How To Market Marketing Internally with Steve Stano, B2B & SaaS Marketing Leader | Ep. 407
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Apr 8, 2026 Steve Stano, a marketing leader in financial services focused on acquisition and market intelligence. He explains how to get non-marketers on board with marketing through data and regular alignment. He outlines signal-driven ABM, tailoring metrics for different partners, and proving budget needs by linking activities to outcomes.
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Steve's Career In Financial Services Marketing
- Steve has spent his career in financial services marketing across two major Wall Street firms.
- He now leads workplace financial solutions marketing, covering acquisition, customer marketing, and global market intelligence.
Maintain Separate Dashboards For Different Stakeholders
- Present different dashboards for marketing and business leadership to reflect what each cares about.
- Steve shows marketing metrics (impressions, CPR, engagement) internally and account penetration/engagement and sales outreach to business leaders.
Expose Sales Engagement Gaps With Penetration Metrics
- Use account penetration metrics to reveal downstream enablement gaps for sales.
- Steve's paid media report showed 75% penetration, ~65% engagement, but only 32% sales engagement, prompting continued nurturing or sales enablement.