DEVELOPING A ROBUST REVENUE MARKETING ENGINE PRESENTER: LJUBICA RADOICIC
OUR GROWTH MODEL IS FINE UNTIL...
REVENUE GENERATION ENGINE KEY ELEMENTS THAT IMPACT MARKETING’S ABILITY TO IMPROVE REVENUE PERFORMANCE Strategic Orientation Culture Customer Process People & Skills Technology Communication Job Design Budgeting Analytics & Reporting Source: The Growth Engine
What are the top 3 elements that have the greatest impact on revenue performance? 1. Strategic Orientation 6. Process 2. Customer Focus 7. Technology 3. People and Sills 8. Budgeting 4. Job Design 9. Communication 5. Culture 10. Analytics & Reporting
REVENUE MARKETING MATURITY FRAMEWORK CRAWL WALK RUN LEAP Annual marketing plan Marketing plan aligned Marketing plan is not • • • Traditional marketing • aligned with bus plan with business planning aligned with bus (4Ps) limited alignment across Quarterly campaign plans objectives and rev • Tactical • revenue are aligned with revenue goals. Sales and marketing • Quarterly campaign plans objectives • CRM not used as a work in silos • in place CMO is on the leadership mandate. • Few or no processes • Sales and marketing have committee. • Marketing automation Email marketing tool • • a “revenue” relationship Processes are well or email marketing • Multi-channel integrated defined. • tools used for single campaigns Repeatable, predictable • drop campaigns. and scalable programs Reportin ting & Reportin ting & Metr trics: ics: Reportin ting & Repo porting ting & Metr tric ics: s: Metr trics: ics: • % and $ of leads Metr trics: ics: CLV, retention rate, churn, Measured on # of leads sent to provided to sales conversion rate, cost to costs & number of • Cost per lead sales acquire, ROI, etc. activities
What stage of revenue maturity is your organisation at? A. Crawl APAC marketers are at Walk (46.5%) and Run (43%) stage of revenue marketing B. Walk maturity. C. Run D. Leap
CASE STUDY SPOTLIGHT: BUILDING THE REVENUE GENERATIO N ENGINE
MARKETING TRANSFORMATION – GLOBAL TECH ORG 18 Months hs Later er Year 1 STATE OF MATURITY: RUN STATE OF MATURITY: CRAWL
GAME CHANGER: REVENUE ACCOUNTABILITY INTRODUCTION OF SALES DEVELOPMENT FUNCTION Key differentiation points: 1. SDR as the link between sales and marketing 2. Lead development focus on quality rather than qty (BANT) 3. Close the loop – SDR part of marketing team 4. Integrated funnel
GAME CHANGER: CUSTOMER CENTRIC ACTIVITY REPEATABLE CAMPAIGN PLAYS AWARENESS INTEREST T & QUALIFICATION FOLLO LOW-UP (SFDC) ENGAGEMENT GATED ASSETS TS PROMOTI OMOTION ON READINESS SURVEY SDR FOLLOW OW-UP UP Social Media posts Report Survey will present a series of questions Advertising Roundtable designed to help OPPOR ORTU TUNITY TY CREATI TION ON us determine Direct Emails suitability for Approved follow-up prospects to be Blog Posts UNGA GATE TED ASSETS TS assigned to sales team & created as 3 rd party coverage Qualified leads Infographic opportunities, will flow thru to linked back to SFDC Videos campaign.
KEY LEARNINGS Getting the right team in place is Creating the critical! Revenue Engine is a major change Marketing is part management of everyone’s role Holistic view of program: – from C-level operation: people, things to happen down. Everyone technology, data, overnight impacts customer processes, “Marketing needs experience and reporting, etc. to adopt a sales drives revenue. mentality – thinking in terms of contribution to revenue?”
Q&A
GAME CHANGER: COMMUNICATION & OPERATIONAL EXCELLENCE B2b MARKETING PLAYBOOK & eBOOK Overview: 1. Outlines key components of Revenue Engine Operation 2. Transparency & clarity 3. The Playbook is just the beginning!
LET’S TALK ABOUT REVENUE MARKETING FIND ME ON LINKEDIN Ljubica Radoicic
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