Tracy Kraft, Vice President, Global Revenue Marketing @ Demandbase

1. Secrets to Building a High-Performing
Revenue Marketing Engine with
Demandbase’s VP of Marketing
Tracy Kraft
VP, Global Revenue
Marketing
Demandbase
@tracyekraft
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2. 1. Revenue Marketing success comes from how three key ingredients (team,
tools, instinct) connect and interact.
2. Knowing the makeup of the people on your team (and across the
organization) and understanding your tools helps set your foundation.
3. The most accurate data with the best technology will still need people who
are bold enough to confidently move on it.
Building Blocks to High-Performing
Revenue Marketing
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3. Vice President, Global Revenue Marketing at Demandbase – leading growth,
demand, integrated marketing, events and marketing operations.
Previously VP, Account-Based Revenue + Partner Marketing at New Relic; scaled
ABM, field, and partner GTM pipeline. Former VP, Marketing at Marqeta;
established and lead the entire marketing function delivering broad awareness,
thought leadership, and growth.
Successful leadership roles at scrappy start-ups as well as large, multinational
companies.
Passionate about Marketing – I truly believe in the impact Marketers can have on
a company’s growth.
A little bit about me
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4. ● What is Revenue Marketing?
● Key ingredients to Revenue Marketing Success
● Applying the Formula for Results and Impact
● Key Takeaways
What we’ll cover today
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5. “Revenue Marketing integrates multiple go-
to-market initiatives across disciplines, in
alignment with the entire revenue team, to
drive business growth.”
- Said Me. Do not place text, or graphics
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6. Key Ingredients to Success
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The Right Toolkit
Invest in tools
thoughtfully if/when
you can, and know
your data intimately.
The Right Team
Hire the right people,
develop the right team
ethos, and partner well
across the org.
The Right Instinct
Get comfortable and
confident in taking risk.
Know how to action
results.

7. None of these ingredients alone is the plumbline.
Success comes from how they connect and interact. Do not place text, or graphics
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SPOILER ALERT

8. Hire for your situation
Goals, budget, current stack should influence
hiring decisions.
Know where to build vs where to scale
Optimizing? Scale with SMEs. Building? Hire
specialists with extra skills.
Set/Embrace the culture
Our team ethos = accountability, empathy,
communication, and fun.
Unlock cross-functional relationships & workstreams
Marketing is not a service provider; it is a partner
in the GTM strategy.
The Right Team
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9. The Right Toolkit
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Have a Marketing
Technology Strategy
Understand your
MarTech stack and
maintain a 12-18
month roadmap.
Know your Data;
Trends matter most
Focus on growth
indicators for the
company, campaigns,
and channels.
Overcome GTM
Fragmentation
Link data, systems,
channels, and
processes to engage
targets intelligently.

10. Place some big bets; be okay with failure.
A hypothesis should be backed by data. Execution should be flawless.
The Right Instinct
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Be bold while still forecasting results with an outcomes-orientation.
Every. Single. Effort. Should have an intended outcome.
Be as decisive about what you will do vs. what you won’t.
Focus on the needle-moving activities first, be clear on those priorities.
When something works, be ready to scale…and be ready with what is next.
Double-down on successes (Go BIG!), then get the next flywheel moving.

11. Putting it all together
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12. Revenue Marketing at $30M ARR
Scenario: Small, hypergrowth start-up
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13. Situation: Small growing startup has no formal marketing strategy,
extremely limited data and technology and is looking to scale growth.
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Approach:
✓ Hire in areas directly tied to growth first
✓ Align with revenue team on shared goals and GTM strategy
✓ Set the technology foundation with plan to scale
✓ Look at the data; make it usable
✓ Focus on certain verticals and products only
Expected Results + Impact:
✓ Increase web traffic and qualified lead volume (or qualified accounts)
✓ Establish key performance indicators and lead-to-revenue model
✓ Integrate technologies (Marketing Automation, CRM, ABM)
✓ Published operational roadmap
✓ Demonstrate and grow contribution to pipeline (or revenue)

14. Sample team structure
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Revenue
Marketing
Events/Field
Marketing
Digital
Marketing
Marketing
Ops
ABM
Outbound
Marketing
Programs
Assumptions: PMM/Content as well as PR/AR functions exist in some capacity.

15. Revenue Marketing at $50M+ ARR
Scenario: Mid-size, fast-growing start-up
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16. Situation: Mid-size growing startup has a small marketing team, some
data and technology, and is looking to expand growth.
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Approach:
✓ Hire/Expand team in growth areas, maintain cadence in other functions
✓ Align with revenue team on goals and GTM strategy, including ABM
✓ Optimize and scale data + technology, build/update technology roadmap
✓ Double-down on key programs contributing to pipeline, say no to others
Expected Results + Impact:
✓ Develop global demand center + integrated campaigns for total coverage
✓ Rebuild lead-to-revenue models, down to the program + channel level
✓ Invest in ABM and target account strategy
✓ Integrate technologies & processes (scoring, enrichment, intent, SLAs)
✓ Predictable and growing contribution to pipeline (or revenue)

17. Sample team structure
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Assumptions: PMM/Content, PR/AR functions, and traditional DemandGen exists.
Revenue
Marketing
Email
Marketing
Regional
Field
Marketing
Digital ABM
Regional
Field
Marketing
Regional
Field
Marketing
Customer
Marketing
Integrated
Campaigns
Partner
Marketing
Digital ABM
Events
Marketing
Operations
Marketing
Operations

18. Revenue Marketing at $200M++ ARR
Scenario: Growing, publicly-traded company
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19. Situation: Established, public company desires to go upstream, leverage the
ecosystem, and increase customer revenue, but data and systems are
siloed.
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Approach:
✓ Align marketers to direct sales leadership 1:1 via Field Marketing
✓ Invest in Account-Based Marketing and Partner Marketing
✓ Increase flywheel speed with rinse+repeat programs, direct and indirect
✓ Tighten relationships with Operations; define rules of engagement
✓ Audit technology stack and data sources
✓ Deliberately focus on installed-base, specific customer profiles
Expected Results + Impact:
✓ Increase pipeline per campaign (or average opportunity value)
✓ Increase opportunity velocity (from creation throughout the journey)
✓ Integrate technologies (ABM, Marketing Automation, CRM)
✓ Grow contribution to pipeline (or revenue)

20. Sample team structure
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Assumptions: PMM/Content, PR/AR functions, and traditional DemandGen exists.
Revenue
Marketing
Partner
Marketing
Regional
Field
Marketing
Events
Marketing
Regional
Field
Marketing
Regional
Field
Marketing
Regional
Field
Marketing
Partner
Marketing
Partner
Marketing
Partner
Marketing
Events
Marketing
Digital ABM
Digital ABM
Marketing
Operations
Business
Intelligence
(data)

21. 1. Revenue Marketing success comes from how three key ingredients (team,
tools, instinct) connect and interact.
2. Knowing the makeup of the people on your team (and across the
organization) and understanding your tools helps set your foundation.
3. The most accurate data with the best technology will still need people who
are bold enough to confidently move on it.
Top Takeaways
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22. Start where you are.
Use what you have.
Do what you can.
Arthur Ashe Do not place text, or graphics
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23. THANK YOU
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