keys to building a revenue marketing practice

04/08/23 [email protected] | 770-331-4443 | The Pedowitz Group ©2010 1

Presented by:

Debbie Qaqish, Chief Revenue Officer

The Pedowitz GroupMarketo User Conference

Keys to Building a Revenue Marketing Practice


“{{First Name:default=Fellow Marketer}}, What are you gonna to do about revenue?”


Agenda

Process• Executive Vision• Aligning Sales and Marketing• Lead Management• Standards and Best Practices

People• Roles and Responsibilities• Skill Sets• Organizational Structure• Compensation

Technology• Marketo• Sales Insight• Customer Relationship Management


“What is a Revenue Marketing Practice?”


Focused on rev impact

Run by the numbers

Integrated with sales

Fully leverages technology

New team and new skills

A seat at the table

Characteristics of a Revenue Marketing Practice


Executive Vision is in place

Sales and Marketing is aligned

Lead Management is working

Standards and Best Practices are published

Process


Executive Sponsor with VISION• Strong

• OK

• Weak

Executive Vision

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1. Early and frequent involvement

2. Create Quantifiable Lead Definitions

3. Build a Common Lead Management Process

4. Implement Service Level Agreements

5. Implement Field Campaigns 6. Establish a Feedback Loop7. Understand Your

Organization’s Sales Process

Got Sales & Marketing Alignment?

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Lead Management

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Campaign Creation Email Frequency

Monitoring Lead Routing Testing and

Measurement Sharing Best Practices

Standards & Best Practices – may redo this slide

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Roles and Responsibilities

Skill SetsOrganizational StructureCompensation

People


Meet the VP of Marketing Revenue & Business Analyst

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

Role Description:• Metrics are now a part of

your life• What you measure

changes over time• Efficiency Metrics to

Revenue Metrics


Meet the Marketing Technologist & Creative/Content Team

Role Description:• Power User• Sets up and executes

campaigns• Continuously learning how to

more effectively leverage the technology to meet the business needs

Role Description:• Create the creative/copy for:

EmailsLanding pagesHypersitesWeb

• Content is KingYours, 3rd PartySmall exchange of value


What does the new structure look like?• Separate

• Tele-qualifying Team

• Revenue Marketing Practice

• Office of Program Management

• Demand Generation Center of Excellence

Organizational Structure

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Does your team have aquota of any kind relatedto your Lead Generationefforts?

46.2% said that quota is related to leadgeneration efforts

53.8% said it was not

Revenue BootcampSurvey, Feb 2010

Compensation


The Marketing Revenue Impact Continuum

16Christine Crandell, SandHill, 2010


“Seventy-five percent of the bonuses for demand generation and field marketing activities were based on achieving a specific dollar volume of Marketing-generated pipeline leads within a specified time period; the remaining twenty-five percent was based on Marketing objectives related to campaign effectiveness”.

- SandHill.com, Christine Crandell, 2010

Compensation


Marketo

CRM

Technology


You know you are a revenue marketer when pictures of waterfalls start to remind you of your last pipeline meeting.

You know you are a revenue marketer when you totally speak in acronyms like MQL, SAL and SQL at your next company party.

You know you are a revenue marketer when your head of sales suddenly puts you on his/her speed dial list.

You know you are a revenue marketer when you can have small talk with your CEO about marketing contribution without having a heart attack.

You know you are a revenue marketer when you throw a lead to sales and no rotten vegetables are thrown back

You know you are a revenue marketer when the world 'lead' isn't a four letter word.

You know you’re a revenue marketer if you enroll your kids in a nurturing campaign.

You know you’re a revenue marketer if you A/B test your holiday cards.

You know you’re a revenue marketer if meet a woman and ask if she’d like to opt-in to receive communications from you.

“You know you’re a Revenue Marketer when..”

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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.

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Presented by:

Debbie Qaqish, Chief Revenue Officer

The Pedowitz GroupMarketo User Conference

Keys to Building a Revenue Marketing Practice

keys to building a revenue marketing practice

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