5. 4
THE BIG
PICTURE
The Revenue Imperative
Roughly 50% of all B2B marketers
currently have direct revenue
accountability as part of their job
and that number is growing quickly.
Transformation of the Marketing role
6. 5
THE BIG
PICTURE
The Big Picture
B2B marketers are reaching prospects
earlier in their life cycle, remaining the
primary company contact deeper into the
buying process, and staying involved
even after the prospect has engaged with
Sales.
The Revenue Imperative
7. 6
THE BIG
PICTURE
The Big Picture
You manage what you measure. B2B
marketers are experiencing one of the
most rapid changes in the history of
business.
The Revenue Imperative
8. 7
THE BIG
PICTURE
The Big Picture
• Marketers are under pressure to producemore
and more contentand activities with a growing
pressure to drive revenue.
• Marketing transformationis under way, driving
marketers to create demand and engagement
that crosses over into the pre-sales and post
Sales cycles.
• New Marketingrevenue performancecalls for
new metrics to demonstratebusiness and
revenue impact to the C-Suite.
The Revenue Imperative
9. 8
THE BIG
PICTURE
The Big Picture
• Marketers must measure
programs in more channels
across multiple device types
• Big Data causing a flood of data
that marketers need to transform
into actionable insights
• Revenue Metricsare trumping
activity metrics
• Marketing Technologies are a
critical component to success
Measure What Matters
10. 9
THE BIG
PICTURE
The Big Picture
MOVING FROM COST CENTER TO
REVENUE CENTER
Redefining marketing's role within
your organization from an activities-
based cost center to a sales -based
revenue center.
If you want to secure your position
and your influence/power within
your organization tie yourself to
revenue.
Measure What Matters
11. 10
New SLA’s
Between Marketing,
Sales, Finance and IT
The Revenue Imperative
It’s time to redefine your
relationship with Sales
, ,
Transformation of the Marketing role
THE BIG
PICTURE
12. 11
THE BIG
PICTURE
The Big Picture
New Revenue Oriented roles
emerging. Solidify your role,
create a new title…
• Chief Revenue Officer
• VP Revenue Marketing
• Director of Revenue
Center of Excellence
New Roles Emerging
20. 19
The Revenue
Marketing
Success
Framework
The Big Picture
1. DefineYour Revenue Strategy
2. BuildAlignment Withthe C-suite,
Sales, Finance & IT
3. Define The Marketingskills required
4. Conducta Revenue Readiness
Audit to determine your gaps
5. Determine where to fill gaps (hire,
train or outsource to an agency)
6. Build your revenue marketing
roadmap
7. Build your revenue marketing
Platform
8. Measure your revenue results
Your Revenue Driven Marketing Framework
22. 21
Executive/
C-Level Support Is
Critical!
The Revenue Imperative
Execs need to buy into the
marketers transformation in
order for it be a long term
success!
Start at the top!
Transformation of the Marketing Role
23. 22
Define Your
Revenue
Strategy
Revenue Strategy Development
Strategy &Accountability
What are you ready willing and able
to do now?
What is your vision of the future?
What will you need to do to get
there?
Who and what will need to change ?
Who will be accountable?
24. 23
The Revenue
Marketing
Alignment
Imperative
The Revenue Imperative
Setting your Revenue
Marketing strategy into
operations takes a tight
alignment of your Marketing,
Sales, Finance & Delivery
resources.
Transformation of the Marketing role
25. 24
Define Your
Revenue
Strategy
Revenue Strategy Development
Strategy &Accountability
• Engage key stakeholders from
across the organization to get
their buy-in
• Develop excitement and get
commitments
• Define joint goals, objectives and
a unified strategy
• Become the Marketing Revenue
Champion within your
organization
30. 29
Define the
Marketing
Skills
Required
Revenue Strategy Development
Strategy &Accountability
Conduct an audit of your marketing,
sales, finance delivery and IT
department and determine your
current state of readiness to
become a revenue driven marketing
organization.
Revenue Marketing Audit &
GAP Analysis
37. 36
The Revenue Imperative
The Road To Revenue
Rick McPartinfrom the CMO ChallengeBlog put
together a nice visual on how Marketing, Salesand
Delivery align aroundthe revenue roadmap.
• Marketing – Gold Boxes
• Sales Blue Boxes
• Delivery – Red Boxes
-
44. 43
Develop a
Revenue Results
Measurement
Mindset
The Revenue Imperative
Activity Based Metrics such as
Impressions, opens and click through
rates will not go away but an entirely
new set of metrics based on sales,
revenue and financial metricsare now
added to the marketers performance
tracking.
New Metrics for a new model
Activity vs. Revenue Measurement
45. 44
Develop a
Revenue results
Measurement
Mindset
The Revenue Imperative
Business & revenue impact vs.
activity & actions!
New Vocabulary of impact on:
• Pipeline
• Opportunities
• Revenue Generation
Measuring What Matters
46. 45
Define Your
Success
& Metrics
Revenue Strategy Development
Define your Success KPI’s
Determine what your success
metrics will be for each department
and each role within the revenue
driven marketing roadmap
Reach agreement across the
organization on success KPI’s
• MQL’s
• SAL’s
• SQL’s
• Sales Revenue
47. 46
Define A
Common
Revenue
Language
Revenue Strategy Development
The Revenue Language
Thefunnelusesconversionnumbersbetweenleadstagestohelpdeterminehowmuchyoumustputin
thetopofthefunneltomeetacertaingoalatthebottomor,itcandotheopposite–trackhowmuchyou
willgetoutofthebottomifyouputacertainvolumeinatthetop. Eitherway,thereisalottobelearned
fromtrackinghowtheseleadsconvertfromonestagetothenext.Definethestagesforyourselfusingthe
guidelinesbelow:
MarketingQualifiedLead(MQL).Acontactwhohasengagedwithyourmarketingeffortsenoughtomeetyour
company’sdefinitionasreadytobepassedfrommarketingtosales
SalesAcceptedLead(SAL).AnMQLthathasbeendeterminedbyamemberofthesalesteam(likelyaninside
salesrep)tobeacceptedandworthexplorationbyasalesperson.Companiesusedifferentmethodstodetermine
anSAL;theBANTmethodisapopularone.
SalesQualifiedLead(SQL).Aleadthathasbeenexploredbyasalespersonanddeterminedtobequalifiedfor
theirpursuit. Thisisoftenconsideredtobethebeginningofthesalesprocess.
Makesurethatyousetupawaytotracktheseconversionswithinyourmarketingandsalesautomationtoolsothatit
isappliedconsistentlyandhasatime/datestamptocaptureeachconversion.You’llbeabletouseyourown
conversionnumberswithinthefunneltopredictoutcomesofyourmarketingprograms. Andyou’llbestunnedathow
usefultheinformationis!
48. 47
Measure
What
Matters
The Revenue Imperative
Key Revenue Metrics:
• Leads produced
• Close rates
• Revenue per new customer
• Time to close
• Cost per close
• Customer Lifetime Value
Transformation of the Marketing role
These metrics provide marketers a clear picture of the value they’re producing and the
factors contributing to their results. Putting them in context by adding trends shows
whether performance is improving and what is driving any changes. -
49. 48
DEFINE WHATA
LEAD IS USING
BANT OR
OTHER
CRITERIA
Revenue Strategy Development
Define a Common Definition of a Lead
SiriusDecisionsLeadSpectrumandBANTcriteria orsomethingsimilarcanbeusestoensurequalified
opportunitiesaregeneratedforsalespeople. Belowarethe5suggestedqualificationcriteriatouseto
confirmthataleadisaLEAD:
BANT–(Budget, Authority,NeedandpurchaseTimeframe)
Criteria1-Inquiryfromanindividualfromamarketingcampaignortradeshow,orsomeonewhohastaken
proactivestepstodemonstrateinterestinyourmessage,productorservice.
Criteria2-Ameaningfulinteraction(viaphoneoremail)withtheindividualconfirmingthatthecompany
meetsqualifyingcriteriaasabonfidetargetprospect.
Criteria3-TheindividualidentifiesaspecificNEEDforyourproductorservice.(Application)
Criteria4-Theindividualisintheprocessofdefiningpurchaserequirementsforyourproductor
service.(Budget&Timeframe)
Criteria5-TheindividualhasconfirmedtheyhavetheAuthority,BudgetandadefinedTimeframefor
purchase.
50. 49
DEFINE YOUR
LEAD FLOW
& A UNIFIED
TERMINOLOGY
Revenue Strategy Development
Define a Common Definition of a Lead
52. 51
Tightly align With Sales andIT
& build your process and
Service LevelAgreement with
eachother
Revenue Strategy Align For Success
AlignmentAcross The Organization
Source: industrialmarketingtoday.com
Marketing
Sales
IT
Infrastructure
Systems (Web/CMS/CRM)
Integration
Reporting