<ul><li>Presented by: </li></ul><ul><li>Debbie Qaqish,  </li></ul><ul><li>Chief Revenue Officer </li></ul><ul><li>The Pedo...
“ {{First Name:default=Fellow Marketer}},  What are  you gonna to do about revenue?”
Agenda <ul><li>Process </li></ul><ul><ul><li>Executive Vision </li></ul></ul><ul><ul><li>Aligning Sales and Marketing </li...
“ What is a Revenue Marketing Practice?”
<ul><li>Focused on rev impact </li></ul><ul><li>Run by the numbers </li></ul><ul><li>Integrated with sales </li></ul><ul><...
<ul><li>Executive Vision is in place </li></ul><ul><li>Sales and Marketing is aligned </li></ul><ul><li>Lead Management is...
<ul><li>Executive Sponsor with VISION </li></ul><ul><ul><li>Strong </li></ul></ul><ul><ul><li>OK </li></ul></ul><ul><ul><l...
<ul><li>Early and frequent involvement </li></ul><ul><li>Create Quantifiable Lead Definitions </li></ul><ul><li>Build a Co...
Lead Management
<ul><li>Campaign Creation </li></ul><ul><li>Email Frequency Monitoring </li></ul><ul><li>Lead Routing </li></ul><ul><li>Te...
<ul><li>Roles and Responsibilities </li></ul><ul><li>Skill Sets </li></ul><ul><li>Organizational Structure </li></ul><ul><...
Meet the VP of Marketing Revenue  & Business Analyst <ul><li>Role Description: </li></ul><ul><li>Strategic role for Demand...
Meet the Marketing Technologist & Creative/Content Team <ul><li>Role Description: </li></ul><ul><li>Power User </li></ul><...
<ul><li>What does the new structure look like? </li></ul><ul><ul><li>Separate </li></ul></ul><ul><ul><li>Tele-qualifying T...
<ul><li>Does your team have a </li></ul><ul><li>quota of any kind related </li></ul><ul><li>to your Lead Generation </li><...
The Marketing Revenue Impact Continuum Christine Crandell, SandHill, 2010
<ul><li>“ Seventy-five percent of the bonuses for demand generation and field marketing activities were based on achieving...
<ul><li>Marketo </li></ul><ul><li>CRM </li></ul>Technology
<ul><li>You know you are a revenue marketer when pictures of waterfalls start to remind you of your last pipeline meeting....
About the Speaker Debbie Qaqish  – Chief Revenue Officer and Principal at The Pedowitz Group, is a recognized thought lead...
<ul><li>Presented by: </li></ul><ul><li>Debbie Qaqish,  </li></ul><ul><li>Chief Revenue Officer </li></ul><ul><li>The Pedo...
Upcoming SlideShare
Loading in …5
×

Keys to Building a Revenue Marketing Practice

949 views
891 views

Published on

How does the Revenue Marketer develop a practice that is revenue focused? This presentation explains how new technologies are fueled by the right people and processes for revenue marketing.

0 Comments
0 Likes
Statistics
Notes
  • Be the first to comment

  • Be the first to like this

No Downloads
Views
Total views
949
On SlideShare
0
From Embeds
0
Number of Embeds
1
Actions
Shares
0
Downloads
21
Comments
0
Likes
0
Embeds 0
No embeds

No notes for slide
  • Go around the room and find out how long people have had Marketo: Less than 6 mos 6
  • Who should be on this webinar. If you are trying to answer this question, you need to be building a Revenue Marketing Practice.
  • Three key areas – Technology is a given. You CAN”T do this without Marketo We will be focusing on Process – which you have already heard a lot about and PEOPLE – which I bet you haven’t
  • Let’s answer a few questions. Each week I have a radio show – WRMR – Revenue Marketing Radio and every week, my first question is – What REVENUE METRICS are you achieving. If you can’t report on items like marketing’s contribution to pipeline and revenue, you’re not quiet there yet Sounds like you are talking to a VP of Sales New skills yes, and maybe a new team A seat at the revenue table..
  • Let’s begin, not with technology, but with key processes required to build a successful Revenue Marketing Practice. While there are many, we are going to highlight 4 that are critical.
  • Angela – how did this work at Aon in the beginning? Angela’s WP: An Executive Sponsor Every large implementation project needs an executive sponsor and MA is no different. Large organizations often move very slowly to change because of the many layers of people who need to shift their mindset and the major cultural shifts that can come with such a change.   Driving the project from the top down is critical to getting every other member of the sales and marketing team on board. The CMO and VP of Sales are good candidates for this position. However, your CEO should also be on board with the project to ensure that your CMO won’t run into obstacles when trying to obtain the funds to support such a major change involving new technologies and potentially additional headcount.
  • I’m not going to spend much time here because this is a lot of what you have already heard –for a reason – all of this IS required to build a Revenue Marketing Practice.
  • Lead Management…hmmmmm, may re-do this slide
  • Rise of the Revenue Marketer Deck
  • Rise of the Revenue Marketer Deck Angela, what would you share with the group on key roles in building a global dem gen practice
  • Revenue Marketer WP: Compensation: “ There must be a direct connection between marketing activities and closed business; they want proof that marketing is making a real impact on revenue. Management is willing to back it up with compensation packages directly tied to revenue generation.” Profile of a Revenue Marketer WP
  • Revenue Marketer WP: Angela, what did you guys do…
  • Angela, Tell us a bit about your technology solution that powered your Revenue Marketing Practice.
  • Scott does the bios and intros Turn over to DQ after this slide Scott – be sure to mention Angela’s white paper and how it will be availble for all.
  • Keys to Building a Revenue Marketing Practice

    1. 1. <ul><li>Presented by: </li></ul><ul><li>Debbie Qaqish, </li></ul><ul><li>Chief Revenue Officer </li></ul><ul><li>The Pedowitz Group </li></ul><ul><li>Marketo User Conference </li></ul>Keys to Building a Revenue Marketing Practice
    2. 2. “ {{First Name:default=Fellow Marketer}}, What are you gonna to do about revenue?”
    3. 3. Agenda <ul><li>Process </li></ul><ul><ul><li>Executive Vision </li></ul></ul><ul><ul><li>Aligning Sales and Marketing </li></ul></ul><ul><ul><li>Lead Management </li></ul></ul><ul><ul><li>Standards and Best Practices </li></ul></ul><ul><li>People </li></ul><ul><ul><li>Roles and Responsibilities </li></ul></ul><ul><ul><li>Skill Sets </li></ul></ul><ul><ul><li>Organizational Structure </li></ul></ul><ul><ul><li>Compensation </li></ul></ul><ul><li>Technology </li></ul><ul><ul><li>Marketo </li></ul></ul><ul><ul><li>Sales Insight </li></ul></ul><ul><ul><li>Customer Relationship Management </li></ul></ul>
    4. 4. “ What is a Revenue Marketing Practice?”
    5. 5. <ul><li>Focused on rev impact </li></ul><ul><li>Run by the numbers </li></ul><ul><li>Integrated with sales </li></ul><ul><li>Fully leverages technology </li></ul><ul><li>New team and new skills </li></ul><ul><li>A seat at the table </li></ul>Characteristics of a Revenue Marketing Practice
    6. 6. <ul><li>Executive Vision is in place </li></ul><ul><li>Sales and Marketing is aligned </li></ul><ul><li>Lead Management is working </li></ul><ul><li>Standards and Best Practices are published </li></ul>Process
    7. 7. <ul><li>Executive Sponsor with VISION </li></ul><ul><ul><li>Strong </li></ul></ul><ul><ul><li>OK </li></ul></ul><ul><ul><li>Weak </li></ul></ul>Executive Vision
    8. 8. <ul><li>Early and frequent involvement </li></ul><ul><li>Create Quantifiable Lead Definitions </li></ul><ul><li>Build a Common Lead Management Process </li></ul><ul><li>Implement Service Level Agreements </li></ul><ul><li>Implement Field Campaigns </li></ul><ul><li>Establish a Feedback Loop </li></ul><ul><li>Understand Your Organization’s Sales Process </li></ul>Got Sales & Marketing Alignment?
    9. 9. Lead Management
    10. 10. <ul><li>Campaign Creation </li></ul><ul><li>Email Frequency Monitoring </li></ul><ul><li>Lead Routing </li></ul><ul><li>Testing and Measurement </li></ul><ul><li>Sharing Best Practices </li></ul>Standards & Best Practices – may redo this slide
    11. 11. <ul><li>Roles and Responsibilities </li></ul><ul><li>Skill Sets </li></ul><ul><li>Organizational Structure </li></ul><ul><li>Compensation </li></ul>People
    12. 12. Meet the VP of Marketing Revenue & Business Analyst <ul><li>Role Description: </li></ul><ul><li>Strategic role for Demand Generation </li></ul><ul><li>“ Sounds” like a VP of Sales </li></ul><ul><li>Manages a lead funnel and is focused on revenue results </li></ul><ul><li>Envisions effective campaigns – all elements </li></ul><ul><li>Role Description: </li></ul><ul><li>Metrics are now a part of your life </li></ul><ul><li>What you measure changes over time </li></ul><ul><li>Efficiency Metrics to Revenue Metrics </li></ul>
    13. 13. Meet the Marketing Technologist & Creative/Content Team <ul><li>Role Description: </li></ul><ul><li>Power User </li></ul><ul><li>Sets up and executes campaigns </li></ul><ul><li>Continuously learning how to more effectively leverage the technology to meet the business needs </li></ul><ul><li>Role Description: </li></ul><ul><li>Create the creative/copy for: </li></ul><ul><ul><li>Emails </li></ul></ul><ul><ul><li>Landing pages </li></ul></ul><ul><ul><li>Hypersites </li></ul></ul><ul><ul><li>Web </li></ul></ul><ul><li>Content is King </li></ul><ul><ul><li>Yours, 3 rd Party </li></ul></ul><ul><ul><li>Small exchange of value </li></ul></ul>
    14. 14. <ul><li>What does the new structure look like? </li></ul><ul><ul><li>Separate </li></ul></ul><ul><ul><li>Tele-qualifying Team </li></ul></ul><ul><ul><li>Revenue Marketing Practice </li></ul></ul><ul><ul><ul><li>Office of Program Management </li></ul></ul></ul><ul><ul><ul><li>Demand Generation Center of Excellence </li></ul></ul></ul>Organizational Structure
    15. 15. <ul><li>Does your team have a </li></ul><ul><li>quota of any kind related </li></ul><ul><li>to your Lead Generation </li></ul><ul><li>efforts? </li></ul><ul><li>46.2% said that quota is related to lead </li></ul><ul><li>generation efforts </li></ul><ul><li>53.8% said it was not </li></ul><ul><li>Revenue Bootcamp </li></ul><ul><li>Survey, Feb 2010 </li></ul>Compensation
    16. 16. The Marketing Revenue Impact Continuum Christine Crandell, SandHill, 2010
    17. 17. <ul><li>“ Seventy-five percent of the bonuses for demand generation and field marketing activities were based on achieving a specific dollar volume of Marketing-generated pipeline leads within a specified time period; the remaining twenty-five percent was based on Marketing objectives related to campaign effectiveness”. </li></ul><ul><li>- SandHill.com, Christine Crandell, 2010 </li></ul>Compensation
    18. 18. <ul><li>Marketo </li></ul><ul><li>CRM </li></ul>Technology
    19. 19. <ul><li>You know you are a revenue marketer when pictures of waterfalls start to remind you of your last pipeline meeting. </li></ul><ul><li>You know you are a revenue marketer when you totally speak in acronyms like MQL, SAL and SQL at your next company party. </li></ul><ul><li>You know you are a revenue marketer when your head of sales suddenly puts you on his/her speed dial list. </li></ul><ul><li>You know you are a revenue marketer when you can have small talk with your CEO about marketing contribution without having a heart attack. </li></ul><ul><li>You know you are a revenue marketer when you throw a lead to sales and no rotten vegetables are thrown back </li></ul><ul><li>You know you are a revenue marketer when the world 'lead' isn't a four letter word. </li></ul><ul><li>You know you’re a revenue marketer if you enroll your kids in a nurturing campaign. </li></ul><ul><li>You know you’re a revenue marketer if you A/B test your holiday cards. </li></ul><ul><li>You know you’re a revenue marketer if meet a woman and ask if she’d like to opt-in to receive communications from you. </li></ul>“ You know you’re a Revenue Marketer when..”
    20. 20. About the Speaker Debbie Qaqish – Chief Revenue Officer and Principal at The Pedowitz Group, is a recognized thought leader in the Demand Generation industry with over 7 years experience in using marketing automation and 30 years experience in sales and marketing. Debbie has helped hundred of companies meet their demand generation goals. Visit our area and find out how TPG can help you build a Revenue Marketing Practice Register to win an iPad
    21. 21. <ul><li>Presented by: </li></ul><ul><li>Debbie Qaqish, </li></ul><ul><li>Chief Revenue Officer </li></ul><ul><li>The Pedowitz Group </li></ul><ul><li>Marketo User Conference </li></ul>Keys to Building a Revenue Marketing Practice

    ×