The Revenue Rift—bridging the marketing : revenue mismatch
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The Revenue Rift is the result of our recent research into how B2B marketers in mid-market and enterprise businesses are dealing with the demand to deliver increased pipeline and greater revenue. A full report of the research is available at consideredcontent.com/revenue-rift Or watch the on-demand webinar at brighttalk.com/webcast/452/297179 Got questions? Email hello@consideredcontent.com
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The Revenue Rift—bridging the marketing : revenue mismatch
- 2. consideredcontent.com Revenue— the new elephant in the room
- 3. consideredcontent.com 52%of mid-market and enterprise marketers said they are under a lot of pressure to deliver pipeline and revenue
- 4. consideredcontent.com 86%say this pressure has got worse in the last 12–18 months
- 6. consideredcontent.com 70%of professional services marketers feeling under a lot of pressure
- 7. consideredcontent.com 60%of tech marketers feeling under a lot of pressure
- 8. consideredcontent.com Intenseis the new normal
- 9. consideredcontent.com 59%expect the pressure to continue to intensify in the coming year
- 10. consideredcontent.com 70%of professional services marketers feel this way
- 12. consideredcontent.com Pipeline & Revenue important + urgent
- 13. consideredcontent.com 31%say increasing marketing-driven revenue is a key marketing priority
- 14. consideredcontent.com 34%if you just ask enterprises
- 16. consideredcontent.com The big question What criteria are you really being judged on by the C-suite?
- 17. consideredcontent.com 3 things… 1. Get on the same page as the c-suite — talk the same language 2. Pre-empt the issue — what will you need to change? 3. Get ahead of the problem — set your own revenue targets
- 18. consideredcontent.com Measurementproving the real value of marketing
- 19. consideredcontent.com 37%use marketing-generated pipeline as a key metric
- 20. consideredcontent.com 45%track closed:won (and 42% measure win rate)
- 21. consideredcontent.com 39%measure net new leads
- 22. consideredcontent.com #1metric to measure performance: increasing pipeline/revenue
- 25. consideredcontent.com Speed Just 23% measure pipeline velocity (17% in professional services but 25% in manufacturing)
- 26. consideredcontent.com The big question If what you measure has such an impact on your wider marketing, are you sure you’re measuring the right things?
- 27. consideredcontent.com 3 things… 1. Get clarity on where revenue targets are coming from — avoid ambiguity 2. Understand what you need to measure (and what you don’t) 3. Don’t overlook pipeline velocity
- 28. consideredcontent.com AttributionCan you prove effectiveness?
- 29. consideredcontent.com 82%say they need to improve the link between marketing activity and increased revenue
- 32. consideredcontent.com 25%use no attribution at all • 40% for construction • 30% for financial services • 37% for tech
- 34. consideredcontent.com The big question If you are unable to align marketing activity to bottom- line revenue, how will you show marketing’s contribution to business success?
- 35. consideredcontent.com 3 things… 1. Got attribution? Look at the possible effects of your chosen approach 2. Begin moving to weighted multi-touch 3. See what technology can help (but go in eyes wide open)
- 36. consideredcontent.com Getting a return Was it all worth it?
- 37. consideredcontent.com 27% Value of generated pipeline
- 40. consideredcontent.com 27% aim for between 1:1 and 2:1 return
- 41. consideredcontent.com 28% aim for between 2:1 and 5:1 return
- 42. consideredcontent.com <45% Percentage of the time they achieve their ROI targets
- 43. consideredcontent.com 23% of respondents are sure of hitting their pipeline and revenue targets
- 44. consideredcontent.com The big question How you determine ROI can have a significant impact on how you market—are you making the best choice for your business?
- 45. consideredcontent.com 3 things… 1. Be clear on the effect of your ROI choice 2. Audit ROI performance to date — what’s really delivering for the business? 3. Missing targets? Have the hard conversation early
- 47. consideredcontent.com 5 barriers ONE Lack of clarity from management
- 49. consideredcontent.com 5 barriers THREE Sales and marketing misalignment
- 53. consideredcontent.com Closing the rift 1. Get on the same wavelength as the C-suite 2. Measure what matters to the business 3. Establish more effective relationships with sales
- 54. consideredcontent.com Thank you Download the full report at: consideredcontent.com/revenue-rift Further questions? jason@consideredcontent.com