At a recent presentation, Evan Whitenight said something that all marketers should be driving towards: “Leads should turn into revenue.”
As marketing teams become more results driven, the transition from being measured on lead generation to being measured on revenue success can be kind of scary. It means marketers’ incentives are based on revenue numbers, not the traditional lead generation. Being evaluated on something you’ve never been asked to do before can be very uncomfortable. So, what to do?
Evan’s presentation provided a great case study on just this topic. He talked about [...]
We are in the midst of budgeting season and what a difference 12 months has made in the world of demand generation solutions! This time last year, I could see only a handful of companies budgeting for marketing automation solutions and for building a Revenue Marketing Practice. Fast forward to now and what a change! I see companies of all shapes and sizes pro-actively budgeting for and gearing up to become Revenue Marketers. As you can imagine, since this is such a new line [...]
As the marketing automation market heats up and companies begin to look for that pay-off, begin able to achieve a quick ROI is incredibly important. Here are a few thoughts on how to get to ROI fast!
1. Trite but true – it’s really about EQUAL helpings of people, process, technology and data. The marketer who thinks just getting this stuff turned on, a campaign out the door and building it only in a marketing silo will take a long time to get to ROI. I just had an interview with [...]
Wow, have we come a long way in demand generation over the last 7 years! There are more vendors in the market and more users in the market from companies of all sizes. Yet, while we are seeing all this hoopla around how easy all of the automation systems are to implement and use and (and many of them are), it’s still not about the technology. The key elements of people, skills, org structure, compensation, role, and ultimately revenue impact should be more of the focus. Yet, for many reasons, companies can find transitioning [...]
Two years ago, using the term “revenue” and “marketer” together was an oxymoron – a phrase in which two words of contradictory meaning are used together for special effect, e.g. “jumbo shrimp” or “wise fool.” In 2010, it is no longer an oxymoron, it is a special role in marketing that is making a measurable impact on revenue
With the business imperative to drive top-line revenue growth in 2010, businesses are exploring all options to achieve this goal. This business driver paired with the new marketing automation tools that are now [...]
