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Download the full report: http://www.gleanster.com/reports/reports/revenue-performance-management-the-evolution-of-marketing-automation
Gleansight: Revenue Performance Management - The Evolution of Marketing Automation
This Gleansight benchmark report explores the emerging concept of Revenue Performance Management in the context of Top Performers. At the risk of defining yet another confusing technology category in a critical growth phase for marketing and sales automation, Gleanster is committed to helping buyers navigate through the marketing fluff, empty promises, and downright ridiculous expectations. This Gleansight will highlight some of the critical nuances that ultimately make RPM and Marketing Automation sustainable best practices for the future of the complex sale. After all, automation for the sake of automation is of little use to anyone. It’s about results, and for marketers, that means influencing revenue. What is unique and compelling about RPM is the term highlights a continuous commitment to results, while simultaneously embracing all of the features and capabilities that make marketing automation solutions unique and compelling.
At the end of the day, if you are evaluating a marketing automation solution, you will probably be exposed to RPM – so it’s important to understand what it means (and doesn't mean). This report will help define the critical best practices that maximize investments in marketing automation technology.
Business marketing has never been easy, but at least it used to be simple: the job was to find good leads and hand them over to sales. Today, marketers stay involved with potential buyers throughout the purchase process and beyond. The main reason for the change is that buyers themselves now control the flow of information, using the Internet to research potential vendors on company sites, search engines, and social networks. Marketers, not sales people, are primarily responsible for managing these channels and using them to build successful relationships with prospects and customers.
Revenue Performance Management Defined
Revenue Performance Management (RPM) can be defined as the process of tracking and optimizing all marketing and sales contacts through the customer life cycle. The term was originally introduced by leading marketing automation vendors Eloqua and Marketo, and has since been used by some other marketing automation providers.