chief revenue marketing officer the pedowitz...
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The Revenue Marketing Journey
Debbie QaqishChief Revenue Marketing OfficerThe Pedowitz GroupBlog: www.revenuemarketer.com
Wow! A Rockstar Road Show???Introducing Lady Qaqish!
4/7/2011 The Pedowitz Group ©2010 3
The Pedowitz Group Overview-A Marketo Partner & National Sponsor
of the Roadshow-
Companies call The Pedowitz Group when they are transitioning from traditional marketing to revenue marketing.
•Strategy•Selection•Implementation•Optimization•Revenue
First step?
Get your head out of the
sand!
Let’s find out about you…
“Debbie, what are you gonna do about revenue?”
The Revenue Marketing Journey
The Revenue Marketing Journey
Characterized by:• Leads to sales• Have a pulse• Email system• Uni-dimensional• Highly manual
Typical Metrics:• # of emails sent• % open• % click through• % forms completed
The Revenue Marketing Journey
Characterized by:• Marketing
automation with CRM
• Efficiency to revenue
• Not yet predicable from top of lead funnel to close
Typical Metrics:• # of scored (MQL)
leads sent to sales• % conversion to
opportunity• % conversion to close• % contribution to
pipeline• # of days to close
LASERLASER
The Revenue Marketing Journey
Characterized by:• All elements of
Demand Generation PLUS
• Repeatable• Predictable• Sustainable
Typical Metrics:• # of scored (MQL)
leads sent to sales• % conversion to
opportunity• % conversion to
close• % contribution to
pipeline• # of days to close
What Does Sales Have To Say?
CSO Insights2010 Study
What Does Sales Have To Say?
CSO Insights2010 Study
What Does Sales Have To Say?
CSO Insights2010 Study
What is a Revenue Marketer?
1. A Revenue Marketer is a specific type of who has revenue or revenue related accountability through the kinds of campaigns, communications and digital interactions they set up. 2. They are responsible for the top of the sales funnel and interacting with and nurturing leads until they are sales ready and then helping to accelerate opportunity velocity. 3. RMs use some type of marketing automation platform integrated with CRM to power their Revenue Marketing Practice
4. They get repeatable, predictable & sustainable (RPS) revenue results.5. Practice attributes: Revenue focused metrics People, skills and compensation Organizational structure Processes Sales & marketing alignment (second in the study) Technology Content and creative Demand generation strategies and tactics14
Meet The Revenue Marketing Team!
VP of Marketing RevenueBusiness AnalystPower User / Marketing Technologist
Revenue Focused CreativeRevenue Focused ContentTelequalifying/Nurturing Team
Meet the VP of Marketing Revenue!Role Description• Strategic role for Demand
Generation• “Sounds” like a VP of
Sales• Manages a lead funnel
and is focused on revenue results
• Envisions effective campaigns – all elements
• All campaigns are about pipeline and revenue impact
Skills & Experience• Communication• Teamwork• Execution• Revenue results focused
including to areas he/she does not have direct responsibility
• Sales, sales ops, finance• Not typically agency,
product or creative • Often hired
Meet the Business Analyst!
Role Description• Metrics are now a part of
your life• What you measure
changes over time• Efficiency Metrics to
Revenue Metrics• Lots of experimentation,
numbers do not lie• Constantly reviewing
Skills & Experience• Analytical
• Communication
• Experimentation
• Successful prior experience includes in using technology to translate business analytics and suggestions for change. Google analytics, CRM, etc.
Meet the Marketing Technologist!
Role Description• Power User• Sets up and executes
campaigns• Continuously learning
how to more effectively leverage the technology to meet the business needs
Skills & Experience• Application friendly• HTML• Web understanding• Detail oriented/Logic• Successful prior
experience includes CRM, web, HTML, picks up apps quickly
Meet the Creative & Content Team!Role Description• Create the creative/copy
for:• Emails• Landing pages• Hypersites• Web
• Content is King• Yours, 3rd Party• Small exchange of
value
Skills & Experience• Creative• HTML• Content for Web 2.0• Creative focused on
creating a response, a next step, a conversion, a multi-step digital relationship.
• Content in snippets and content that invites behavior
PLUS, Telequalifying/Nurturing Team
Big trendThink – Top of the Funnel40% of WRMR guest
Live Peer Interviews: Revenue Marketer Radio
www.revenuemarketerradio.com
“So, what are you gonna do about revenue?”
Debbie QaqishChief Revenue Marketing OfficerThe Pedowitz [email protected]
www.revenuemarketer.comwww.revenuemarketerradio.comhttp://www.linkedin/in/dqaqish
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