04/08/23 [email protected] | 770-331-4443 | The Pedowitz Group ©2010 1
Presented by:
Debbie Qaqish, Chief Revenue Officer
The Pedowitz GroupMarketo User Conference
Keys to Building a Revenue Marketing Practice
04/08/23 [email protected] | 770-331-4443 | The Pedowitz Group ©2010 2
“{{First Name:default=Fellow Marketer}}, What are you gonna to do about revenue?”
04/08/23 [email protected] | 770-331-4443 | The Pedowitz Group ©2010 3
Agenda
Process• Executive Vision• Aligning Sales and Marketing• Lead Management• Standards and Best Practices
People• Roles and Responsibilities• Skill Sets• Organizational Structure• Compensation
Technology• Marketo• Sales Insight• Customer Relationship Management
04/08/23 [email protected] | 770-331-4443 | The Pedowitz Group ©2010 4
“What is a Revenue Marketing Practice?”
04/08/23 [email protected] | 770-331-4443 | The Pedowitz Group ©2010 5
Focused on rev impact
Run by the numbers
Integrated with sales
Fully leverages technology
New team and new skills
A seat at the table
Characteristics of a Revenue Marketing Practice
04/08/23 [email protected] | 770-331-4443 | The Pedowitz Group ©2010 6
Executive Vision is in place
Sales and Marketing is aligned
Lead Management is working
Standards and Best Practices are published
Process
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Executive Sponsor with VISION• Strong
• OK
• Weak
Executive Vision
7
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1. Early and frequent involvement
2. Create Quantifiable Lead Definitions
3. Build a Common Lead Management Process
4. Implement Service Level Agreements
5. Implement Field Campaigns 6. Establish a Feedback Loop7. Understand Your
Organization’s Sales Process
Got Sales & Marketing Alignment?
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04/08/23 [email protected] | 770-331-4443 | The Pedowitz Group ©2010 10
Campaign Creation Email Frequency
Monitoring Lead Routing Testing and
Measurement Sharing Best Practices
Standards & Best Practices – may redo this slide
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04/08/23 [email protected] | 770-331-4443 | The Pedowitz Group ©2010 11
Roles and Responsibilities
Skill SetsOrganizational StructureCompensation
People
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Meet the VP of Marketing Revenue & Business Analyst
Role Description:• Strategic role for Demand
Generation• “Sounds” like a VP of Sales• Manages a lead funnel and
is focused on revenue results
• Envisions effective campaigns – all elements
Role Description:• Metrics are now a part of
your life• What you measure
changes over time• Efficiency Metrics to
Revenue Metrics
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Meet the Marketing Technologist & Creative/Content Team
Role Description:• Power User• Sets up and executes
campaigns• Continuously learning how to
more effectively leverage the technology to meet the business needs
Role Description:• Create the creative/copy for:
EmailsLanding pagesHypersitesWeb
• Content is KingYours, 3rd PartySmall exchange of value
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What does the new structure look like?• Separate
• Tele-qualifying Team
• Revenue Marketing Practice
• Office of Program Management
• Demand Generation Center of Excellence
Organizational Structure
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Does your team have aquota of any kind relatedto your Lead Generationefforts?
46.2% said that quota is related to leadgeneration efforts
53.8% said it was not
Revenue BootcampSurvey, Feb 2010
Compensation
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The Marketing Revenue Impact Continuum
16Christine Crandell, SandHill, 2010
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“Seventy-five percent of the bonuses for demand generation and field marketing 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 related to campaign effectiveness”.
- SandHill.com, Christine Crandell, 2010
Compensation
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You know you are a revenue marketer when pictures of waterfalls start to remind you of your last pipeline meeting.
You know you are a revenue marketer when you totally speak in acronyms like MQL, SAL and SQL at your next company party.
You know you are a revenue marketer when your head of sales suddenly puts you on his/her speed dial list.
You know you are a revenue marketer when you can have small talk with your CEO about marketing contribution without having a heart attack.
You know you are a revenue marketer when you throw a lead to sales and no rotten vegetables are thrown back
You know you are a revenue marketer when the world 'lead' isn't a four letter word.
You know you’re a revenue marketer if you enroll your kids in a nurturing campaign.
You know you’re a revenue marketer if you A/B test your holiday cards.
You know you’re a revenue marketer if meet a woman and ask if she’d like to opt-in to receive communications from you.
“You know you’re a Revenue Marketer when..”
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04/08/23 [email protected] | 770-331-4443 | The Pedowitz Group ©2010 20
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
Register to win an iPad
04/08/23 [email protected] | 770-331-4443 | The Pedowitz Group ©2010 21
Presented by:
Debbie Qaqish, Chief Revenue Officer
The Pedowitz GroupMarketo User Conference
Keys to Building a Revenue Marketing Practice