10/30/2012 The Pedowitz Group ©20121
Revenue Marketing University
(RMU)Education for Revenue Marketing Executives
Class 2: Revenue Marketing Transformation
The Pedowitz Group
10/30/2012 The Pedowitz Group ©20122
Welcome!
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.
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About the Pedowitz Group
THE Revenue Marketing Agency
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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
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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
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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
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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
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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).
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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
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Tested with 1000’s of marketers..
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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
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Where are you?
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End Game: Revenue Marketing Transformation
How do you get there?
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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.
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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
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RM6 Example
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Our Guest Faculty
Faculty:
Alan Scheik
Cisco Capital
Faculty:
Amy Hawthorne
Rackspace
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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
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Cisco Capital- RM6 Assessment
0
1
2
3
4
Strategy
Process
People
Technology
Content
Results
Current
Desired
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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
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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
10/30/2012 The Pedowitz Group ©201222
Q & A
770-331-4443
Twitter: @revenuemarketer
LinkIn with me!
Faculty:
Amy Hawthorne
Rackspace
Faculty:
Alan Scheik
Cisco Capital
10/30/2012 The Pedowitz Group ©201223
Next Class
November 14
o Technology: Marketing Automation Technology
and CRM - The Value They Bring
Faculty:
Nancy Harris
Sage