keys to building a revenue marketing practice
TRANSCRIPT
Keys to Building a Revenue Marketing Practice
Debbie Qaqish, Chief Revenue OfficerThe Pedowitz Group
Page 1© 2010 Marketo, Inc. Marketo Proprietary and Confidential
“{{First Name:default=Fellow Marketer}}, What are you going to do about revenue?”
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Agenda
Process Executive Vision Aligning Sales and MarketingL d M Lead Management
Standards and Best Practices
People Roles and Responsibilities Skill SetsO i ti l St t Organizational Structure
Compensation
Technology Marketo Sales Insight Customer Relationship Management
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Customer Relationship Management
“What is a Revenue Marketing
Practice?”
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Characteristics of a Revenue Marketing Practice
Focused on rev impact
Run by the numbers
d i h lIntegrated with sales
Fully leverages technology
New team and new skills
A seat at the table
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Process
Executive Vision is in place
Sales and Marketing is aligned
Lead Management is working
Standards and Best Practices are published
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Executive Vision
Executive Sponsor with VISIONVISION
Strong Strong OKWeakWeak
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Got Sales & Marketing Alignment?
1. Early & frequent involvement
2. Quantifiable Lead Definitions
3. Common Lead Management Process
4. Service Level Agreements
5 Implement Field Campaigns5. Implement Field Campaigns
6. Feedback Loop
7. Understand Your Organization’s Sales Process
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Lead Management
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Standards & Best Practices
Campaign CreationCampaign Creation
Email Frequency MonitoringMonitoring
Lead Routing
Testing and Measurement
Sharing Best PracticesSharing Best Practices
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People
R l & R ibilitiRoles & Responsibilities
Skill SetsSkill Sets
Organizational StructureOrganizational Structure
CompensationCompensation
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Meet the VP of Marketing Revenue & Business Analyst
Role Description:• Strategic role for Demand
Role Description:• Metrics are now a part ofg
Generation• “Sounds” like a VP of Sales• Manages a lead funnel and is
focused on revenue results
• Metrics are now a part of your life
• What you measure changes over time
• Envisions effective campaigns –all elements
• Efficiency Metrics to Revenue Metrics
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Meet the Marketing Technologist & Creative/Content Team
Role Description:• Power User
S d i
Role Description:• Create the creative/copy for:
• Sets up and executes campaigns• Continuously learning how to
more effectively leverage the technology to meet the business
d
/ pyEmailsLanding pagesHypersitesW bneeds Web
• Content is KingYours, 3rd PartySmall exchange of value
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Organizational Structure
What does the new structure look like?structure look like? Separate Tele‐qualifying Team Revenue Marketing Practice
• Office of Program• Office of Program Management
• Demand Generation C t f E llCenter of Excellence
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Compensation
Does your team have aquota for Lead Generationquota for Lead Generationefforts?
46 2% said that q ota• 46.2% said that quota is related to leadgeneration efforts
• 53.8% said it was not
R B tRevenue BootcampSurvey, Feb 2010
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The Marketing Revenue Impact Continuum
Page 1616
Christine Crandell, SandHill, 2010
Compensation
“Seventy‐five percent of the bonuses for demand generation and field f g fmarketing 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 l t d t i ff ti ”related to campaign effectiveness”.
‐ SandHill.com, Christine Crandell, 2010
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Technology
MarketoCRMCRM
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So, now what are you going to do about revenue?
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“You know you’re a Revenue Marketer when..”
…pictures of waterfalls start to remind you of your last pipeline meeting.
…you totally speak in acronyms like MQL, SAL and SQL at your next…you totally speak in acronyms like MQL, SAL and SQL at your next company party.
…your head of sales suddenly puts you on his/her speed dial list.
h ll lk i h C O b k i ib i…you can have small talk with your CEO about marketing contribution without having a heart attack.
…you throw a lead to sales and no rotten vegetables are thrown back.
…the world 'lead' isn't a four letter word.
…you enroll your kids in a nurturing campaign.
…you A/B test your holiday cards.
…you meet a woman and ask if she’d like to opt‐in to receive communications from you.
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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.
Visit our area and find out how TPG can help you build a Revenue Marketing Practice
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Questions?
Page 22© 2010 Marketo, Inc. Marketo Proprietary and Confidential