Rise of the Revenue Marketer
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Presented to over 1500 registrants for the American Marketing Association, this presentation explains the changing role of the traditional B2B marketer into the revenue-focused marketer.
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Rise of the Revenue Marketer
- 2. About the Speakers Andrew Gaffney - Editor at DemandGen, Gaffney is specialized in custom publishing, performance-based marketing, measurement and demand generation. His clients have ranged from start-ups to Fortune 500 in technology, retail and online media. Debbie Qaqish – Chief Revenue Officer and Principal at The Pedowitz Group, is a recognized thought leader in the Demand Generation industry with over 6 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.
- 3. A Shared Approach To Revenue Generation
- 5. Sales & Marketing Stretching
- 8. “ Debbie, what are you going to do about revenue?”
- 9. The Buyer is in Control
- 11. What can the BMW Revenue Marketer do?
- 16. New Role for Marketing
- 17. Enhancing Lead Gen is #1 CSO Insights Study
- 18. Sales Rates Marketing on Lead Generation ..and the score is not good! 63% “Needs Improvement ” CSO Insights Study
- 27. 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
- 28. What are you going to do about revenue? So…
Hinweis der Redaktion
- Steve just gave you an incredible view into what is different about your buyers with a sneak peek of how some marketers and sales organizations are responding to that change. But my bet is the over whelming majority of people on this call are not responding to this change at all! My bet is you are going to do the same thing in 2010 as you did in 2009 and 2008 The Story about my friend and her executive presentation – we just have to show up and present the same old stuff. There is nothing different you can do. 6 things you are probably proposing Now, these things may be necessary and required at your organization but to think this is the complete list or there is nothing “different you can do” to impact revenue is living in an ignorant state of being and in today’s economy this is very dangerous. As human beings we all have an adverse reaction to change, especially if we are not the ones driving that change. But if you are going to survive in 2010 and remain competitive, you need to educate yourself on these technologies and begin your intake process as soon as possible. There is an entire genre of Web 2.0 tools that are dramatically changing how organization get, keep and grow revenue and improve customer relationships and it’s not CRM.
- Leverages Online behavior Invite, read, respond (automatically, real-time) Manage the funnel Deploys a Marketing Automation System (with CRM) SAS models Drives efficiency and reportable revenue Builds A Demand Generation Practice The revenue focused set of activities for both sales and marketing that: gets high quality leads into the top of the sales funnel AND then helps pull opportunities through the sales funnel quicker. Contributes Trackable Top Line Revenue Growth