Australian Marketing Institute - The Rise of the Revenue Marketer

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You've heard of Total Quality Management and Supply Chain Management? Well, welcome to the new revolution... REVENUE PERFORMANCE MANAGEMENT (RPM)

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Australian Marketing Institute - The Rise of the Revenue Marketer

  1. 1. Welcome to the Revolution! The Rise of the Revenue Marketer
  2. 2. History
  3. 3. History Repeats Itself
  4. 4. Scientific Management Vertical Integration & Mass Production (1900)
  5. 5. Total Quality Management Measurement / Testing / Controls (1970)
  6. 6. Supply Chain Management Just In Time Inventory Management (1990)
  7. 7. Revenue Performance Management Automated Trigger Based Marketing (2011)
  8. 8. Strategic Challenges
  9. 9. Top Line Revenue Growth
  10. 10. Chief Executive Officer How do we grow by 20%?
  11. 11. Sales Director How do I get 20% more sales people?
  12. 12. Marketing Director How do I get 20% more budget to run more campaigns?
  13. 13. Tactical Challenges
  14. 14. Disparate Data
  15. 15. The Result is Excel Hell!
  16. 16. Sales & Marketing Expense
  17. 17. Sales & Marketing Split/Divide
  18. 18. What’s it costing us?
  19. 19. 30% Qualified 20% Don’t Ever Buy What is this Leakage Costing? Lead/Customer Scoring Source: Sirius Decisions 70% Disqualified 80% Will buy within 24 months if they are nurtured 20% Followed Up 80% No Follow Up Lead/Customer Nurturing How much REVENUE is left on the table?
  20. 20. Operational Challenges
  21. 21. Buyer Now In Control
  22. 22. Social Sharing Recommendations
  23. 23. Using New Devices/Apps
  24. 24. New Expectations More Pressure
  25. 25. How do we solve?
  26. 26. Integrate Marketing + Sales Data
  27. 27. New Technology: Push vs. Pull
  28. 28. Online/Offline: Behavioural Triggers
  29. 29. Targeted eDM, SMS, Print DM
  30. 30. Internal Email Behaviour Alerts!
  31. 31. New Processes
  32. 32. Revenue Cycle Process Models Acquisition & Retention Uplift Models
  33. 33. New Metrics
  34. 34. Revenue Driven Metrics
  35. 35. Revenue Driven Forecasts
  36. 36. Can You Prove The ROI?
  37. 37. Success Roadmap
  38. 38. Success Roadmap <ul><li>Get Executive Sponsorship </li></ul><ul><li>Align implementation with Business Objectives </li></ul><ul><li>Invest in Staff/Training & Tools (90/10) </li></ul><ul><li>Establish and Maintain Corporate Standards </li></ul><ul><li>Deliver Quick Wins </li></ul><ul><li>Validate the Data </li></ul><ul><li>Hold People Accountable (KPIs) </li></ul>
  39. 39. Managing Change
  40. 40. Questions?
  41. 41. Contact Will Scully-Power Managing Director Datarati [email_address] +61 400 828 866 Twitter: @willscullypower Blog: willscullypower.wordpress.com

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