Keys to Building a Revenue Marketing Practice
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The document outlines keys to building a successful revenue marketing practice, including having executive vision and alignment between sales and marketing. It discusses establishing standards and best practices for lead management, defining roles and skills, and using technology like Marketo. Compensation should be tied to revenue metrics and marketing's impact on pipeline and sales.
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Keys to Building a Revenue Marketing Practice
- 2. “ {{First Name:default=Fellow Marketer}}, What are you gonna to do about revenue?”
- 4. “ What is a Revenue Marketing Practice?”
- 16. The Marketing Revenue Impact Continuum Christine Crandell, SandHill, 2010
- 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
Editor's Notes
- 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.