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The Model for the New Revenue – <br />Centric Marketer<br />ELOQUADemandGen Report		<br />
Today’s Speakers<br />Speaker:<br />Andrew Gaffney<br />EditorDemandGen Report<br />Speaker:<br />Jim Williams<br />Senior...
About DemandGen Report<br /><ul><li>Launched in 2007 to track best practices in lead generation
Newsletter has grown to more than 25,000 readers
We also offer a menu of research and best practices reports
New audio/video podcasts at DemandGenReport.com</li></ul>@DG_Report<br />linkd.in/DG_Specialists<br />
Welcome Webinar Attendees<br />Your GoToWebinar Attendee Viewer is made of 2 parts:<br />1. Viewer Window<br />2. Control ...
43%<br />42%<br />21%<br />
72%<br />69%<br />54%<br />30%<br />30%<br />12%<br />
9%<br />37%<br />43%<br />44%<br />63%<br />64%<br />66%<br />66%<br />72%<br />88%<br />
Lead Nurturing<br />
If yes, which lead nurturing metrics are you currently collecting and analyzing?<br />33%<br />36%<br />39%<br />72%<br />
Is your marketing department currently responsible for a revenue goal?<br />53%<br />
If yes, what is marketing’s revenue contribution as a percentage of company’s total revenue goal?<br />
If your marketing department is NOT currently responsible for a revenue goal, what are the metrics marketing is held accou...
Looking ahead, what type of additional marketing analytics & metrics would you want to access? (check all that apply)<br /...
The Model for the New Revenue - Centric Marketer<br />Jim Williams, Sr. Director, Product Marketing<br />August 3, 2011<br />
The CEO’s #1 Challenge<br />
Median Cumulative Revenue Growth<br />Sample Size: 500<br />Notes: <br /><ul><li>Source: MSN, Hoovers, and SEC filings</li...
The Eloqua RPM index and the Eloqua Pre-RPM index are mutually exclusive</li></li></ul><li>A Different Revenue Structure<b...
A Different Revenue Structure<br />Executives<br />Revenue<br />Profitability<br />Cash-flow<br />Revenue Steering Committ...
RPM Adopters Follow a Better Plan<br />Where is our next revenue opportunity?<br />How do we optimize revenue investments?...
RPM Adopters Follow a Better Plan<br />Where is our next revenue opportunity?<br />How do we optimize revenue investments?...
They Follow the Right Revenue Process<br />Buying Process<br />Purchase<br />Learn<br />Justify<br />Interest<br />Evaluat...
Parlez-vous Exécutif?<br />BALANCE <br />SHEET<br /><ul><li> Current ratio
 Quick ratio
 Leverage ratio
 ROI</li></ul>CASH <br />FLOW<br /><ul><li>External financing index ratio
Cash sources ratio
Operating cash index ratio</li></ul>INCOME STATEMENT<br /><ul><li> Profit margin
 AR turnover
 AP turnover
 Inventory turns</li></li></ul><li>Revenue Engine Lingua Franca<br />PERFORMANCE<br /><ul><li>Reach
Share of Audience
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The Model for the New Revenue - Centric Marketer

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The Model for the New Revenue - Centric Marketer

  1. 1. The Model for the New Revenue – <br />Centric Marketer<br />ELOQUADemandGen Report <br />
  2. 2. Today’s Speakers<br />Speaker:<br />Andrew Gaffney<br />EditorDemandGen Report<br />Speaker:<br />Jim Williams<br />Senior Director of Product Marketing Eloqua<br />
  3. 3. About DemandGen Report<br /><ul><li>Launched in 2007 to track best practices in lead generation
  4. 4. Newsletter has grown to more than 25,000 readers
  5. 5. We also offer a menu of research and best practices reports
  6. 6. New audio/video podcasts at DemandGenReport.com</li></ul>@DG_Report<br />linkd.in/DG_Specialists<br />
  7. 7. Welcome Webinar Attendees<br />Your GoToWebinar Attendee Viewer is made of 2 parts:<br />1. Viewer Window<br />2. Control Panel<br />Type your question here<br />Today’s Twitter Hashtag: <br />#RevCentricMktr<br />
  8. 8.
  9. 9.
  10. 10. 43%<br />42%<br />21%<br />
  11. 11. 72%<br />69%<br />54%<br />30%<br />30%<br />12%<br />
  12. 12. 9%<br />37%<br />43%<br />44%<br />63%<br />64%<br />66%<br />66%<br />72%<br />88%<br />
  13. 13. Lead Nurturing<br />
  14. 14.
  15. 15. If yes, which lead nurturing metrics are you currently collecting and analyzing?<br />33%<br />36%<br />39%<br />72%<br />
  16. 16. Is your marketing department currently responsible for a revenue goal?<br />53%<br />
  17. 17. If yes, what is marketing’s revenue contribution as a percentage of company’s total revenue goal?<br />
  18. 18. If your marketing department is NOT currently responsible for a revenue goal, what are the metrics marketing is held accountable for?<br />(check all that apply)<br />6%<br />18%<br />33%<br />35%<br />54%<br />
  19. 19. Looking ahead, what type of additional marketing analytics & metrics would you want to access? (check all that apply)<br />21%<br />45%<br />46%<br />46%<br />54%<br />55%<br />61%<br />64%<br />
  20. 20. The Model for the New Revenue - Centric Marketer<br />Jim Williams, Sr. Director, Product Marketing<br />August 3, 2011<br />
  21. 21. The CEO’s #1 Challenge<br />
  22. 22. Median Cumulative Revenue Growth<br />Sample Size: 500<br />Notes: <br /><ul><li>Source: MSN, Hoovers, and SEC filings</li></li></ul><li>Median Cumulative Revenue Growth<br />Sample Size: 155<br />Sample Size: 500<br />Notes: <br /><ul><li>Source: MSN, Hoovers, and SEC filings</li></li></ul><li>Median Cumulative Revenue Growth<br />Sample Size: 27<br />78%<br />Sample Size: 155<br />Sample Size: 500<br />Notes: <br /><ul><li>Source: MSN, Hoovers, and SEC filings
  23. 23. The Eloqua RPM index and the Eloqua Pre-RPM index are mutually exclusive</li></li></ul><li>A Different Revenue Structure<br />Executives<br />Revenue<br />Profitability<br />Cash-flow<br />Marketing<br />Responses<br />Clicks/Visits<br />Volume<br />Costs<br />Source<br />
  24. 24. A Different Revenue Structure<br />Executives<br />Revenue<br />Profitability<br />Cash-flow<br />Revenue Steering Committee<br />Revenue Cycle Dynamics<br />Marketing<br />Responses<br />Clicks/Visits<br />Volume<br />Costs<br />Source<br />
  25. 25. RPM Adopters Follow a Better Plan<br />Where is our next revenue opportunity?<br />How do we optimize revenue investments?<br />Should we invest more in sales or marketing?<br />What drives the best demand?<br />How do we generate more leads?<br />How do we close more deals?<br />Demand Generation & Lead Management<br />
  26. 26. RPM Adopters Follow a Better Plan<br />Where is our next revenue opportunity?<br />How do we optimize revenue investments?<br />Should we invest more in sales or marketing?<br />What drives the best demand?<br />One View of the Truth <br />How do we generate more leads?<br />How do we close more deals?<br />Demand Generation & Lead Management<br />
  27. 27. They Follow the Right Revenue Process<br />Buying Process<br />Purchase<br />Learn<br />Justify<br />Interest<br />Evaluate<br />Sales Qualified Lead (SQL)<br />Sales Accepted Lead (SAL)<br />Qualified <br />Lead<br />Suspect<br />Prospect<br />Revenue<br />Marketing validates quality of interest<br />Marketing nurtures to sales ready<br />Sales validates and accepts ownership<br />Sales validates revenue criteria<br />Sales closes revenue opportunity<br />Sales &MarketingProcess<br />
  28. 28. Parlez-vous Exécutif?<br />BALANCE <br />SHEET<br /><ul><li> Current ratio
  29. 29. Quick ratio
  30. 30. Leverage ratio
  31. 31. ROI</li></ul>CASH <br />FLOW<br /><ul><li>External financing index ratio
  32. 32. Cash sources ratio
  33. 33. Operating cash index ratio</li></ul>INCOME STATEMENT<br /><ul><li> Profit margin
  34. 34. AR turnover
  35. 35. AP turnover
  36. 36. Inventory turns</li></li></ul><li>Revenue Engine Lingua Franca<br />PERFORMANCE<br /><ul><li>Reach
  37. 37. Share of Audience
  38. 38. Revenue Conversion
  39. 39. Days Leads Outstanding
  40. 40. Buy Cycle
  41. 41. Sales Cycle</li></ul>EFFICIENCY<br /><ul><li>Customer Acquisition Cost Ratio
  42. 42. Campaign ROI
  43. 43. Sales Sizing
  44. 44. Economic Value of Conversion</li></ul>VALUE<br /><ul><li>Weighted Marketing Pipeline Value
  45. 45. Weighted Sales Pipeline Value
  46. 46. Marketing/Sales Pipeline Ratio</li></li></ul><li>Actionable Analytics<br />
  47. 47. RPI: Velocity – Average Time in Integrated Funnel<br />Presenter NameDate<br />
  48. 48. RPI: Velocity – Average Time in Integrated Funnel<br />Drill Down: For month X, What is the velocity distribution? <br />For period X, how many deals closed? <br />For period X, what is the average time to close? <br />Presenter NameDate<br />By stage type, how have I trended and how do I compare?<br />
  49. 49. 32<br />Revenue Performance Management<br />is a strategy for managing a company’s interactions with buyers through the entire buying cycle that enables predictable, rapid and profitable revenue growth.<br />
  50. 50. Why Another *#! 3-Letter Acronym?<br />“What we’re trying to do is correlate some reasonable patterns of behavior that will tell us how things are going to happen … It’s the equivalent of going from driving using the rear view mirror, to driving with GPS.”<br />Dr. Christopher Boorman, CMO, Informatica<br />
  51. 51. The Benefits of Leadership<br />Increase MQL to SQL from 23 to 31%, driving $12m to bottom line.<br />Lead flow up 82% over past three years and revenues are up 34%. <br />Increased pipeline conversion rate by 1% = offsetting <$1 million in sales expense.<br />
  52. 52. The Benefits of Leadership<br />Eloqua.com/Revenue<br />
  53. 53. Thank You!<br />Jim Williams, <br />Sr. Director, Product Marketing<br />Jim.Williams@eloqua.com<br />Eloqua.com/revenue<br />
  54. 54. Questions<br />1. Viewer Window<br />2. Control Panel<br />Type your question here<br />

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