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10/30/2012 The Pedowitz Group ©20121

Revenue Marketing University

(RMU)Education for Revenue Marketing Executives

Class 2: Revenue Marketing Transformation

The Pedowitz Group


Welcome!

[email protected]

770-331-4443

Twitter: @revenuemarketer

LI: dqaqish

Debbie Qaqish

Partner & CRMO

The Pedowitz Group

Goal: To provide education

based on real-life best

practices and peer networking

that will help marketing

executives transform their

organizations from cost centers

to revenue centers.


About the Pedowitz Group

THE Revenue Marketing Agency


The Six Week Syllabus

October 17

o "Does Marketing

Automation Really Matter?”

October 30

o The Revenue Marketing

Transformation: Revenue

Marketing Journey

November 14

o Technology: Marketing

Automation Technology and

CRM - The Value They Bring

Faculty:

Jim Lenskold

Lenskold

Group

Faculty:

Amy Hawthorne

Rackspace

Faculty:

Alan Scheik

Cisco Capital

Faculty:

Nancy Harris

Sage


The Six Week Syllabus

November 28

o Strategy & People: Create a Revenue Marketing Center of Excellence & Key Roles Required for Revenue Marketing

December 5

o Process & Content: The Revenue Marketing Process & Content is King

December 19

o Results: Marketing

Automation Delivers Measurement

Faculty:

Liz McClellan

PGi

Faculty:

Patty Foley-

Reid, Iron

Mountain

Faculty:

Jim Kanir

Billtrust


Agenda

� Revenue Marketing: Why Now?

� Marketing Pressures: Key Data

� Revenue Marketing Journey: Where are you?

� RM6: A Strategic Framework for How to Get

There

� Case Studies

� Alan Scheik – Cisco Capital – Early in cycle

� Amy Hawthorne – Rackspace – Optimization

� Share via Tweeter: @revenuemarketer


What has changed?

Customer is in control – it’s about the Buying Cycle, not the Sales

Cycle.

This is a new role for marketing.

AwarenessAwareness InterestInterest DevelopmentDevelopment NegotiationNegotiation AcceptanceAcceptance

SalesMarketing

Time


New B2B Marketing Pressures

� IBM

� ROI will be the number one measure of CMO performance in

the next 5 years

� CSO Insights

� Sales is asking for help in addressing the top of the funnel

� Lenskold/Pedowitz Study

� Companies that have marketing automation are outgrowing

their competitors

� IDC Study

� IDC forecasts that marketing automation will be the fastest-

growing segment of the CRM space over the next four years

and that by 2017 chief marketing officers (CMOs) will have a

bigger IT budget than chief information officers (CIOs).


Revenue Marketing Defined

Drop sales ready leads intothe top of the funnel

Accelerates sales opportunities through the sales pipeline

Measures marketing based on the repeatable, predictable and scalable contribution to pipeline and revenue

Improves ROI – net combined sales & marketing engine is more efficient


Tested with 1000’s of marketers..


REVENUE MARKETINGREVENUE MARKETINGDEMAND GENERATIONDEMAND GENERATIONTRADITIONALTRADITIONAL LEAD GENERATIONLEAD GENERATION

� RPS: Repeatable, Predictable, Scalable

� Implement MA with CRM

� Set pipeline goals

� Practice Nurture Marketing

� Closely monitor lead conversion metrics

� Establish SLAs

� Marketing metrics – revenue:

� $/% pipeline & rev

� Marketing and Sales managed in silos

� Marketing focused on brand building and impressions

� Marketing metrics - activities:

� # of impressions

� # of visitors

� Implemented email system

� Focus on generating leads

� Little to no alignment between Sales and Marketing

� Marketing metrics –activities:

� # and cost of leads

The Revenue Marketing Journey


Where are you?


End Game: Revenue Marketing Transformation

How do you get there?


Revenue Marketing Transformation:

Definition

Revenue Marketing Transformation is the process of changing marketing from a cost center to a revenue center.

It is a strategic initiative led by the CMO/VP of Marketing and requires support and alignment from the entire executive team. It is typically a multi-year journey that requires evolving skills.

There are 6 controls or elements in setting the pace and the path for each transformation – strategy, people, process, technology, content and results.

The final result of Revenue Marketing Transformation is a new way to drive revenue for a company – a marketing and sales revenue continuum.


RM6 Detail

Results

Strategy

People

Process

Technology

Content

Executive

Sponsorship

Roles, Skills &

Competencies

Training &

Development

Sales &

Marketing

Alignment

Sales

Empowerment

Based on customer

acquisition and growth – who

and how?

Organizational Structure

Center of Excellence

Communication and change

management plan

Prospect/Cust

omer Lifecycle

Nurture

Management -

Multi-channel

Funnel & Lead

Management

Contact &

Data

Management

Testing, QA &

Measurement

Revenue

Marketing

Architecture

Marketing

TechnologiesCRM

Data &

AnalyticsContent Tools

Content Type

Assessment

Personas/Buy

Cycle/Channel

s

Persona

Messaging

Content

Development

Process

Roadmap &

Measurement

Measurement

Assessment

Revenue

Attribution

Funnel

Performance

Reporting

Structures &

Processes

ROI & RPS


RM6 Example


Our Guest Faculty

Faculty:

Alan Scheik

Cisco Capital

Faculty:

Amy Hawthorne

Rackspace


Case Studies

� Cisco Capital� Just getting started

� Cisco Capital RM6

� Key Discussion Points• Where are you on your journey?

• How you did the RM6

• What surprised you?

• How did you use this information?

• How was it helpful given where you are on your journey?

� Rackspace� Optimizing

� Rackspace RM6

� Key Discussion Points• Where are you on your journey?

• Process discussion

• Technical discussion


Cisco Capital- RM6 Assessment

0

1

2

3

4

Strategy

Process

People

Technology

Content

Results

Current

Desired


Rackspace RM6

Strategy People Process Technology Content Results

Now 1

Year

Now 1

Year

Now 1

Year

Now 1

Year

Now 1

Year

Now 1

Year

1 4 3 4 1 4 1 4 1 4 2 4

1.5 4 2 4 1 4 2 4 2.5 4 1.5 4

2 4 3 4 2 4 3 4 1 4 3 4

3 4 2 4 1 4 2 4 2 4 3 4

1 3 2 3 1 3 3 4 1 3 1 3

2 4 3 4 2 4 2 4 3 4 2 4

2 4 2 4 1 4 1 4 1 4 1 4

3 4 3 4 3 4 2 4 2 4 2 4


Summary

� Marketing is changing…fast

� Marketing is moving to earn a seat at the CEO table

� Revenue Marketing brings� Measurement

� Accountability

� More of what Sales wants

� Proven results that influence revenue and profit

� The journey to Revenue Marketing is 2-3 years

� It starts with a Roadmap

� RM6 is the framework -

http://revmarketer.pedowitzgroup.com/RMT-Self-

Assessment.html


Q & A

[email protected]

770-331-4443

Twitter: @revenuemarketer

LinkIn with me!

Faculty:

Amy Hawthorne

Rackspace

Faculty:

Alan Scheik

Cisco Capital


Next Class

November 14

o Technology: Marketing Automation Technology

and CRM - The Value They Bring

Faculty:

Nancy Harris

Sage

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