Revenue Marketing University (RMU) Education for Revenue Marketing Executives Class 2: Revenue Marketing Transformation The Pedowitz Group

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1 Revenue Marketing University (RMU) Education for Revenue Marketing Executives Class 2: Revenue Marketing Transformation The Pedowitz Group 1

2 Welcome! Debbie Qaqish Partner & CRMO The Pedowitz Group LI: dqaqish Goal: To provide education based on real-life best practices and peer networking that will help marketing executivestransform their organizations from cost centers to revenue centers. 2

3 About the Pedowitz Group THE Revenue Marketing Agency 3

4 The Six Week Syllabus October 17 o "Does Marketing Automation Really Matter? Jim Lenskold Lenskold Group October 30 o The Revenue Marketing Transformation: Revenue Marketing Journey November 14 o Technology: Marketing Automation Technology and CRM -The Value They Bring Amy Hawthorne Rackspace Alan Scheik Cisco Capital Nancy Harris Sage 4

5 The Six Week Syllabus November 28 o Strategy & People: Create a Revenue Marketing Center of Excellence & Key Roles Required for Revenue Marketing Liz McClellan PGi December 5 o Process & Content: The Revenue Marketing Process & Content is King Patty Foley- Reid, Iron Mountain December 19 o Results: Marketing Automation Delivers Measurement Jim Kanir Billtrust 5

6 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 6

7 What has changed? Time Marketing Sales Awareness Interest Development Negotiation Acceptance Customer is in control it s about the Buying Cycle, not the Sales Cycle. This is a new role for marketing. 7

8 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 fastestgrowing 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). 8

9 Revenue Marketing Defined Drop sales ready leads into the 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 9

10 Tested with 1000 s of marketers.. 10

11 The Revenue Marketing Journey Marketing and Sales managed in silos Marketing focused on brand building and impressions Marketing metrics - activities: # of impressions # of visitors Implemented system Focus on generating leads Little to no alignment between Sales and Marketing Marketing metrics activities: # and cost of leads Implement MA with CRM Set pipeline goals Practice Nurture Marketing Closely monitor lead conversion metrics Establish SLAs Marketing metrics revenue: $/% pipeline & rev RPS: Repeatable, Predictable, Scalable TRADITIONAL LEAD GENERATION DEMAND GENERATION REVENUE MARKETING 11

12 Where are you? 12

13 End Game: Revenue Marketing Transformation How do you get there? 13

14 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. 14

15 RM6 Detail Strategy Based on customer acquisition and growth who and how? Organizational Structure Center of Excellence Communication and change management plan People Executive Sponsorship Roles, Skills & Competencies Training & Development Sales & Marketing Alignment Sales Empowerment Process Prospect/Cust omer Lifecycle Nurture Management - Multi-channel Funnel & Lead Management Contact & Data Management Testing, QA & Measurement Technology Revenue Marketing Architecture Marketing Technologies CRM Data & Analytics Content Tools Content Content Type Assessment Personas/Buy Cycle/Channel s Persona Messaging Content Development Process Roadmap & Measurement Results Measurement Assessment Revenue Attribution Funnel Performance Reporting Structures & Processes ROI & RPS 15

16 RM6 Example 16

17 Our Guest Faculty Alan Scheik Cisco Capital Amy Hawthorne Rackspace 17

18 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 18

19 Cisco Capital- RM6 Assessment Strategy 4 3 Results 2 Process 1 0 Current Desired Content People Technology 19

20 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

21 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 - Assessment.html 21

22 Q & A debbie@pedowitzgroup.com LinkIn with me! Amy Hawthorne Rackspace Alan Scheik Cisco Capital 22

23 Next Class November 14 o Technology: Marketing Automation Technology and CRM -The Value They Bring Nancy Harris Sage 23