the rise of the revenue marketer

The Rise of the Revenue Marketer

Debbie Qaqish – Chief Revenue Officer, Pedowitz Group

Andrew Gaffney – Editor,DemandGen

Maria Pergolino – Director of Marketing, Marketo

What is a Revenue Master?

Founded as a way to highlight the successes of exemplary sales and marketing professionals

Best-in-class sales and marketers, analysts, book authors and thought leaders

Speakers that have the ability to measure and demonstrate ROI of their sales and marketing programs

Marketers helping to make marketing a revenue generator and not a cost-center in their organizations

Sales professionals focused on closing deals and product values, not cold calling

A Shared Approach To Revenue

Generation

Benefits of a Shared Revenue Cycle

1) Lower customer acquisition costs—More effective marketing programs/efficient sales

2) Reduced wasteful spending—Cut back on cold calling, direct mail, costly lead tactics

3) More predictability in sales forecasts—Lead qualification = repeatable, predictable processes

4) Greater pipeline stability—Sales teams able to avoid the “feast or famine”

Sales & Marketing Stretching

Next Gen – Demand Gen

•Marketing’s role

evolving beyond the

top of the funnel

•Greater need for and

emphasis on lead

nurturing and lead

acceleration

Debbie Qaqish

Chief Revenue Officer

The Pedowitz Group

July 15th 2010

The Rise of the Revenue Marketer TM

The Journey The Buyer is in Control Definitions &

Characteristics The Revenue Marketing

Team Meet Some Revenue

Marketers Q & A

Agenda

“Debbie, what are you going to do about revenue?”

The Buyer is in Control

What can the BMW Revenue Marketer do?

• Check our financing options page

• Search for a local BMW dealer

Now….my online behavior language changes.

Change in Online Behavior

Options provided by The BMW Revenue Marketer

Send an automatic email to the prospect with a list of financing options and an invitation to talk to a dealer

Send an alert to the closest dealer with:• Name, phone, email address of prospect

• History of online behavior

• Interested in a white 2010 pre-certified Z4

• Dealer can call immediately or send an email introduction

New Role for Marketing

Sales Rates Marketing on Lead Generation..and the score is not good!

63% “Needs Improvement”

CSO Insights Study

Enhancing Lead Gen is #1

CSO Insights Study

The Rise of the Revenue Marketer

1. Leverages

2. Deploys

3. Builds

4. Contributes

Focused on rev impact

Run by the numbers

Integrated with sales

Fully leverages technology

A seat at the table

New team and new skills

Characteristics of a Revenue Marketing Practice

Meet The Revenue Marketing Team!

• VP of Marketing Revenue

• Business Analyst

• Power User/Marketing Technologist

• Revenue Focused Creative

• Revenue Focused Content

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

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

Email Service

Provider

• The Buy Cycle

– Increase in conversions to opportunity by 15%

– Reduction in time to convert by 30 days

– 37% click through rates

• Sally runs the Inside Sales Team

Meet Three Revenue Marketers

• Achieved 100% ROI in 3 months

• Increased number of sales-ready leads by 400%

• Reduced campaign management burden by 80%

• Increased free trials volume and conversion rate by 10-15%

• Increased email open and click-through rates by 10%

• Improved web site content and landing page quality

Meet Revenue Marketers

Join us on Thursdays at 2 PM EST via Blog Talk Radio:

Listen to real stories from real Revenue Marketers with the Revenue Marketer Blog Talk Radio Series

What are you going to do about revenue?

1. Get real

2. Establish revenue goals

3. You don’t know what you don’t know

4. Talk to other Revenue Marketers

5. How do you eat an elephant?

Your Next Steps

QUESTIONS?

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