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2/7/2013 The Pedowitz Group ©2012 1
Revenue Marketing University Education for Marketing Executives
Winter 2013
Changing the Status Quo Class 1: Selling the Vision
The Pedowitz Group
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Welcome!
[email protected] 770-331-4443
Twitter: @revenuemarketer LI: dqaqish
Debbie Qaqish Partner & CRMO The Pedowitz Group Goal: To provide education based on real-life best practices and peer networking that will help marketing executives transform their organizations from cost centers to revenue centers.
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Connections
Tweet if you hear something worth sharing!
@revenuemarketer
Tell your friends and colleagues to join
Register
Have access to all replays
Connect with me on LinkedIn!
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Winter 2013 Schedule Changing the Status Quo
Selling the Vision for Change - February 7th - 2:00pm ET
Managing Change - February 21st - 2:00pm ET
The CMO Dashboard - March 7th - 2:00pm ET
Building the Revenue Continuum: Marketing & Sales Alignment - March 21st - 2:00pm ET
Revenue Marketing Organization: Structure & Team - April 4th - 2:00pm ET
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Faculty is Growing
Jim Lenskold Lenskold
Group
Amy Hawthorne Rackspace Alan Scheik
VP, Cisco Capital Nancy Harris
GM, Sage
Liz McClellan VP Marketing PGi
Patty Foley-Reid, Director Iron Mountain
Jim Kanir SVP
Billtrust
Doug Fogwell SVP, Marketing & Sales Services Allied Barton
Ken Robinson VP, Revenue Marketing NAVEX Global
Denise Marlborough, VP Nexus
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Selling the Vision
RMU Faculty: Sally Lowery Serial Executive Revenue Marketer
RMU Faculty: Laura Hoffman VP of Global Marketing Red Lion Controls
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Selling The Vision
Three Things Do you have the Fever?
Have you profiled your target audience?
Is your Nurture Campaign ready & are your Program measurements in place?
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Do you have the fever?
http://www.youtube.com/watch?v=fyV2cPLuFuA
The only prescription is more Revenue Marketing.
Practice saying it like this…
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Executive Profile
Who are they?
What are their pain points?
What kind of messaging & content gets their attention?
What channels do they use?
How many touches until they convert?
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PERSONA: CEO Chuck
President/CEO
VALUE PROPOSITION
• Male • 40+ years old • Intelligent • Discerning • Long time in industry • Leader • Charming and
charismatic • Industry networker • Has a large peer network
DEMOGRAPHICS
• Growth • Capital • Attracting/keeping talent • Profitability • Competition • Economic factors • Staying current
PAIN POINTS
• Loss of partnerships • Loss of a big account • Lose $ • Shareholders/board • Competition growth • Employee retention • Increased business costs • Loss of market share
TRIGGERS
Top 3 Messages
• Peers • Networking (where?) • Executives • Manufacturers • Mainstream media • Content by other executives • Research (e.g. Forrester) • Email
CHANNELS
• Top line revenue growth & EBITA Adapt to rapidly developing technology
• Reduce business costs by optimizing processes and use of technology
• Maximize growth by developing a holistic business strategy
Responsible for the Profitable growth of the Company. my business
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What Matters to Execs?
Lenskold Group /
Increased outcomes
Strategic support helps
Need holistic capabilities
Predictable & repeatable sales conversion
Effectiveness & Efficiency
Increase in deal size
Better leads
Higher sales acceptance
Outgrowing competitors
Revenue increase from automation + ROI metrics
Better metrics
CMO CSO
CEO/CFO/CIO
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Nurture Campaign
How many touches?
Key messaging?
Channels?
Influencers?
Measurements?
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Sally Lowery Serial Executive
Revenue Marketer
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“I OWN REVENUE”
Not easy, but necessary
Marketers need to be agile and revenue focused
Marketers need to be a revenue center, not a cost center
Everyone needs to speak the same language
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Same Goals, Better Collaboration
Marketing stops talking leads, and begins to speak revenue language
Alignment forced because sales and marketing have the same goals, not varying shades
Pop Quiz: Do you know your organizations sales goal for this year and are your marketing goals aligned with them?
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Selling the Vision
Marketing automation is not the vision
Using the right resources and tools to make marketing successful in driving revenue is
Understand where you’ve been and where you want to go
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Selling to the C-Level
Operational is critical
Resource, strategy, and game plan are essential
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Selling to Senior Sales Team
Disrupt the traditional sales and marketing relationship
Speak the same language
Be Accountable, be reactive
Get rid of marketing dialogue
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Being Open to Change
Sometimes the most challenging sell is actually marketing
Open collaboration
Come prepared
Know that it isn’t an easy journey and will take time
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Laura Hoffman VP of Global Marketing
Red Lion Controls
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Laura’s Lesson 1:
You control the most critical elements.
Your Motivation WHY are you embarking on Revenue Marketing change?
FOMO is not enough. (Fear Of Missing Out)
Your Mindset HOW will you focus your approach?
“How can we…? “
vs.
“Why we can’t…”
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Laura’s Lesson 2:
Your C-boss and sales executive will determine your difficulty level.
2007 2008 2009 2010 2012 2011 2013
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Laura’s Lesson 3:
Know where you are. Start from there.
2011 Marketo Revenue Rockstar Tour, Seattle
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“My advice to CMOs of the future is to define the role of
marketing within the organization. Ask yourself what is the
work you want to do and what you need to do it.
Beyond that CMOs of the future should develop and share and
get feedback on their philosophy and how they do marketing.”
- Jim Stengel, former CMO of Procter & Gamble
2/4/13 DigiDay blog post, “What the CMO of the future looks like”
Laura’s Lesson 4:
You need to proactively define marketing for your organization.
How do you view Marketing?
Art
Science
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Q & A
debbie@pedowitz group.com 770-331-4443 Twitter: @revenuemarketer
LinkIn with me!
Sally Lowery Serial Executive Revenue Marketer
Laura Hoffman VP of Global Marketing Red Lion Controls
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Winter 2013 Schedule Changing the Status Quo
Selling the Vision for Change - February 7th - 2:00pm ET
Managing Change - February 21st - 2:00pm ET
The CMO Dashboard - March 7th - 2:00pm ET
Building the Revenue Continuum: Marketing & Sales Alignment - March 21st - 2:00pm ET
Revenue Marketing Organization: Structure & Team - April 4th - 2:00pm ET