Building a Revenue Engine        Joe Gelata
Building a Revenue EngineBlog: www.revenue-engineer.com   Twitter: @RevenueEngineer         Hashtag: #RevEngEmail: joe@rev...
Introduction•   Sales, Field Marketing, Operations•   Focused on revenue•   Marketing & Sales Operations at Coreworx•   B2...
Agenda• Overview of Revenue Funnel  – Sales  – Demand Generation  – Social• Marketing Automation• Revenue Performance Mana...
Definitions• Revenue Engine: system and processes that  drive revenue from suspect to deal close• Funnel: A group of measu...
Survey• How many of you have:  – CRM?  – Marketing Automation?  – Social Media Strategy?
OVERVIEW OF REVENUE FUNNEL
Stage 1: Sales    •   1:1    •   Qualified Prospect    •   Many Sales Models    •   CRM Technology
Stage 2: Demand Gen       • 1:N       • Demand/Lead Gen       • Sirius Decisions         Waterfall Model       • Marketing...
Stage 3: Social     •   N:N     •   Topic is you     •   Social media     •   You can join     •   Revenue generation     ...
Stage Interaction      • Marketing does more        qualification      • Social influence grows      • Social > Demand Gen...
MARKETING AUTOMATION
Marketing AutomationChallenges                                                     AdoptionGenerate higher volume of leads...
Marketing Automation• Features                    – Event Automation  –   Contact Database        – Automated Data Cleanse...
Marketing Automation• Vendors                  –   Marketo  –   Aprimo               –   Neolane  –   Eloqua              ...
Marketing Automation                      • Only ¼ of MarketingFailure            Success     Automation                  ...
Marketing Automation•   Document Lead Management Process•   Standardize Terminology with Sales•   Determine KPIs•   KPIs a...
Marketing Automation•   Give yourself sufficient time•   Build technology to support business•   Internal & external resou...
REVENUE PERFORMANCEMANAGEMENT
RPM• “A systematic approach to identifying the  drivers and impediments to  revenue, rigorously measuring them, and then  ...
RPM• Focus on KPIs  – Campaign Attribution  – Time in Stage  – Funnel Leakage  – Rejection Reasons  – Weighted Pipeline  –...
RPM• Case Study: Platts  – Lead to Opportunity conversion: 23% to 31%  – Marketing contribution to revenue: 22% to 28%
RPMRevenue Growth2007 to 2010•S&P 500: 15%•Eloqua Customers: 34%•RPM Users: 58%
ORGANIZATIONAL MODELS
Organizational Models• Marketing Operations Centre of Excellence  – Reports to CMO  – Manages process & infrastructure  – ...
Organizational Models• Marketing Operations Centre of Excellence               Chief Marketing Officer                  VP...
Organizational Models• Revenue Office  – Reports to CRO  – Marketing & Sales Operations combined  – Ensures consistent pro...
Organizational Models• Revenue Office                     Chief Revenue Officer    Product                           Marke...
Summary• Overview of Revenue Funnel  – Sales  – Demand Generation  – Social• Marketing Automation• Revenue Performance Man...
Questions
Contact       Joe Gelatajoe@revenue-engineer.com   @RevenueEngineerwww.revenue-engineer.com
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Building a Revenue Engine - Revenue Engineer

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April 2011 presentation given at Communitech Strategic Marketing Peer2Peer session. Topics include the three stages of the revenue engine, Marketing Automation, Revenue Performance Management, and organizational models that support revenue generation.

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Building a Revenue Engine - Revenue Engineer

  1. 1. Building a Revenue Engine Joe Gelata
  2. 2. Building a Revenue EngineBlog: www.revenue-engineer.com Twitter: @RevenueEngineer Hashtag: #RevEngEmail: joe@revenue-engineer.com
  3. 3. Introduction• Sales, Field Marketing, Operations• Focused on revenue• Marketing & Sales Operations at Coreworx• B2B Software
  4. 4. Agenda• Overview of Revenue Funnel – Sales – Demand Generation – Social• Marketing Automation• Revenue Performance Management• Organizational Models – Marketing Operations Centre of Excellence – Revenue Office
  5. 5. Definitions• Revenue Engine: system and processes that drive revenue from suspect to deal close• Funnel: A group of measurable stages within a process, each further qualifying a prospect• SCRM: Social Customer Relationship Management• KPI: Key Performance Indicator• RPM: Revenue Performance Management
  6. 6. Survey• How many of you have: – CRM? – Marketing Automation? – Social Media Strategy?
  7. 7. OVERVIEW OF REVENUE FUNNEL
  8. 8. Stage 1: Sales • 1:1 • Qualified Prospect • Many Sales Models • CRM Technology
  9. 9. Stage 2: Demand Gen • 1:N • Demand/Lead Gen • Sirius Decisions Waterfall Model • Marketing Automation
  10. 10. Stage 3: Social • N:N • Topic is you • Social media • You can join • Revenue generation • Social CRM
  11. 11. Stage Interaction • Marketing does more qualification • Social influence grows • Social > Demand Gen • Demand Gen > Sales
  12. 12. MARKETING AUTOMATION
  13. 13. Marketing AutomationChallenges AdoptionGenerate higher volume of leads Plan 17% Full/Partial 53%Marketing to growing number of No Plan people 30% Generate high-quality leads 0% 20% 40% 60% 80%
  14. 14. Marketing Automation• Features – Event Automation – Contact Database – Automated Data Cleanse – Contact Segmentation – Dynamic Content – Email Engine – Progressive Profiling – Forms & Landing Pages – Contact Level Activity – Personalization Tracking – Lead Nurturing – Marketing Dashboard – Lead Scoring – Integration with CRM – A/B Testing – Integration with 3rd Party Apps
  15. 15. Marketing Automation• Vendors – Marketo – Aprimo – Neolane – Eloqua – Net-Results – Genius – Pardot – Loopfuse – SilverPOP – Manticore – Others...
  16. 16. Marketing Automation • Only ¼ of MarketingFailure Success Automation implementations hit their goal
  17. 17. Marketing Automation• Document Lead Management Process• Standardize Terminology with Sales• Determine KPIs• KPIs are Metrics, Metrics are NOT KPIs• You get what you pay for
  18. 18. Marketing Automation• Give yourself sufficient time• Build technology to support business• Internal & external resource• Build it backwards• Don’t launch before it’s done• Get trained• Continued enhancements
  19. 19. REVENUE PERFORMANCEMANAGEMENT
  20. 20. RPM• “A systematic approach to identifying the drivers and impediments to revenue, rigorously measuring them, and then pulling the economic levers that will optimize top line growth”• One view of the truth• Marketo & Eloqua
  21. 21. RPM• Focus on KPIs – Campaign Attribution – Time in Stage – Funnel Leakage – Rejection Reasons – Weighted Pipeline – Total Revenue Conversion
  22. 22. RPM• Case Study: Platts – Lead to Opportunity conversion: 23% to 31% – Marketing contribution to revenue: 22% to 28%
  23. 23. RPMRevenue Growth2007 to 2010•S&P 500: 15%•Eloqua Customers: 34%•RPM Users: 58%
  24. 24. ORGANIZATIONAL MODELS
  25. 25. Organizational Models• Marketing Operations Centre of Excellence – Reports to CMO – Manages process & infrastructure – Build campaigns – Best practice standardization and training – Deep understanding of data – Targeted resources
  26. 26. Organizational Models• Marketing Operations Centre of Excellence Chief Marketing Officer VP Sales Product Market Field Marketing Sales Marketing Development Sales Marketing Operations Operations
  27. 27. Organizational Models• Revenue Office – Reports to CRO – Marketing & Sales Operations combined – Ensures consistent process flow – Focused on revenue – Removes Marketing/Sales Alignment issues
  28. 28. Organizational Models• Revenue Office Chief Revenue Officer Product Market Field Marketing Sales Marketing Development Revenue Operations
  29. 29. Summary• Overview of Revenue Funnel – Sales – Demand Generation – Social• Marketing Automation• Revenue Performance Management• Organizational Models – Marketing Operations Centre of Excellence – Revenue Office
  30. 30. Questions
  31. 31. Contact Joe Gelatajoe@revenue-engineer.com @RevenueEngineerwww.revenue-engineer.com

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