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The Evolution from Demand Generation to Revenue Performance Management
 

The Evolution from Demand Generation to Revenue Performance Management

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Brian Carroll invites Paul Teshima, Senior Vice President of Customer Strategy and Success for Eloqua, to define and outline RPM’s power through actual anecdotes and case studies.

Brian Carroll invites Paul Teshima, Senior Vice President of Customer Strategy and Success for Eloqua, to define and outline RPM’s power through actual anecdotes and case studies.

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    The Evolution from Demand Generation to Revenue Performance Management The Evolution from Demand Generation to Revenue Performance Management Presentation Transcript

    • The Future of Marketing:The Evolution from Demand Generation to Revenue Performance Management Presented By: • Paul Teshima, SVP Customer Strategy & Success – Eloqua • Hope Frank, Chief Marketing Officer ‐ Webtrends
    • Transformative shifts in marketing 2#b2bleadgen
    • Transformative shifts in marketing Distribution  becomes free 3#b2bleadgen
    • Transformative shifts in marketing Distribution  becomes free 4#b2bleadgen
    • Transformative shifts in marketing Distribution  becomes free New information  layers 5#b2bleadgen
    • Transformative shifts in marketing Distribution  becomes free New information  layers 6#b2bleadgen
    • Transformative shifts in marketing Distribution  becomes free New information  layers Information is   free 7#b2bleadgen
    • Customer buying process 1995 I’ll believe it  when I see it 8#b2bleadgen
    • Customer Buying Process 1995 I’ll believe it when I see it 2011 9#b2bleadgen
    • What is marketing automation? 10#b2bleadgen
    • What is marketing automation? Buying vs.  Sales Process 11#b2bleadgen
    • What is marketing automation? Right Time Right Message Buying vs.  Sales Process 12#b2bleadgen
    • What is marketing automation? Right Time Right Message Segment by  Buying vs.  Profile AND  Sales Process Activity 13#b2bleadgen
    • What is Marketing Automation? Right Time Right Message Segment by  Buying vs.  Profile AND  Sales Process Activity 200+ Activities  Per Deal 14#b2bleadgen
    • What is marketing automation? 15#b2bleadgen
    • The Revenue Lifecycle™ 16#b2bleadgen
    • What are the Revenue Lifecycle trends? 17#b2bleadgen
    • Our years of experience  with hundreds of leading  companies has generated  a big idea 18#b2bleadgen
    • Revenue Performance Management (RPM) Definition: A strategy for managing a company’s  interactions with buyers through the entire  purchase process that enables dramatically  more predictable, rapid and profitable  revenue growth. 19#b2bleadgen
    • The Four Pillars of RPM 20#b2bleadgen
    • The Four Pillars of RPM Managing integrated funnel 21#b2bleadgen
    • The Four Pillars of RPM Managing Analysis integrated that drives funnel action 22#b2bleadgen
    • The Four Pillars of RPM Managing Analysis Improvement integrated that drives using funnel action benchmarks 23#b2bleadgen
    • The Four Pillars of RPM Managing Analysis Improvement Identifying integrated that drives using new revenue funnel action benchmarks opportunities 24#b2bleadgen
    • Campaign Dual Attribution 25#b2bleadgen
    • RPM Customer Journey 26#b2bleadgen
    • RPM Customer Journey Automate  Sales  Pipeline 27#b2bleadgen
    • RPM Customer Journey Automate  Automate  Sales  Campaign Pipeline Management 28#b2bleadgen
    • RPM Customer Journey Automate  Automate  Sales  Campaign Pipeline Management One View of the Truth 29#b2bleadgen
    • RPM Customer Journey Automate  Automate  Sales  Campaign Pipeline Management One View of the TruthBenchmark and Optimize 30#b2bleadgen
    • The benefits are real Are we effectively  Increase MQL to SQL from  converting leads in all  23% to 31%, driving $12m to  sales territories? bottom line 31#b2bleadgen
    • The benefits are real Are we effectively  Increase MQL to SQL from  converting leads in all  23% to 31%, driving $12m to  sales territories? bottom line What does my total Lead flow up 82% over  pipeline look like? past years and revenues  And do we all agree? are up 34%.  32#b2bleadgen
    • The Benefits are Real Are we effectively  Increase MQL to SQL from  converting leads in all  23% to 31%, driving $12m to  sales territories? bottom line What does my total Lead flow up 82% over  pipeline look like? past years and revenues  And do we all agree? are up 34%.  1% = $1 million spend,  For Eloqua, what is  and by focusing on  the economic value improving conversion we  of conversion rate? will save over $3 million  in future expense 33#b2bleadgen
    • RPM companies outperform S&P 500Data Source: Google Finance as of 1/11/2011;  All figures show average Cumulative GAAP Revenue Growth for companies in the index using SEC filings reported to‐date.  Overlaps removed between indices.  Companies appearing in RPM index are removed from Eloqua index, which are in turn removed from S&P 500 index. 34 #b2bleadgen
    • #b2bleadgen
    • Insider View of RPM – The CMO Perspective Hope Frank, CMO ‐ Webtrends
    • The Global Leader in Mobile and Social Analytics www.webtrends.com 37#b2bleadgen
    • the CMO MANDATE 38#b2bleadgen
    • new level of accountability senior leadership alignment the marketing organization of the future a culture of measurement and iteration 39#b2bleadgen
    • senior leadership alignment 40#b2bleadgen
    • the marketing organization  of the future 41#b2bleadgen
    • a culture of measurement and iteration 42#b2bleadgen
    • courage brilliance iteration 43#b2bleadgen
    • Implementing RPMMyllisa Patterson, Sr. Optimization Analyst
    • align  sales and marketing improve  business process leverage automation 45#b2bleadgen
    • #b2bleadgen
    • define the levers of  optimization#b2bleadgen
    • Impacts of RPM on Marketing Marko Z Muellner, Director of Marketing
    • what we’ve learned so far The customer buying process has changed A disciplined approach to managing the buyer experience through the  entire purchase process can ensure sustainable success The current state of the global marketplace has accelerated and  deepened Marketing accountability Senior leadership must have the courage to form the organization of  the future and develop a culture of testing and learning that drives  innovation and creative brilliance It takes business change, best‐in‐class processes, integrated systems,  RPM and automation to enable iterative Marketing success 49#b2bleadgen
    • get qualified leads to sales in minutes 50#b2bleadgen
    • marketing owns more of the prospect relationship we must approach every touch from a multi‐touch perspective conversations at scale 51#b2bleadgen
    • focus on  nurturing your success will  drive the rest of  your efforts educate, guide  and delight 52#b2bleadgen
    • Hope Frank CMO Marko Muellner Director Marketing in‐house team is agile,  connected to  customers, the brand  PROGRAMS  Editorial Directors + EVENTS Copywriters Sr. Optimization Analysts and our products Marketing Managers Design Directors Designers all members are  iterative and  ACCOUNTS +  LEAD QUAL Outbound Reps optimization analysts  TARGET  Sr. Lead Qual Reps Technology Directors Lead Qual Reps enable entire team Front‐End Developers Tech Production 53#b2bleadgen
    • agile marketing 19 million thought leadership impressions significant spikes in engagement and new leads used Webtrends Social Measurement and Webtrends Apps 54#b2bleadgen
    • focus on quality not quantity be a trusted advisor every time and all of the time be agile. always testing and learning  have fun 55#b2bleadgen
    • 56#b2bleadgen
    • Thank you  Please be sure to fill out the survey  Join the B2B Lead Generation Roundtable here:  StartWithaLead.com/LinkedIn MECLABS.com ∙ MarketingExperiments.com MarketingSherpa.com ∙ StartWithaLead.com 57#b2bleadgen