rise of the revenue marketer

04/08/23 [email protected] | 770-331-4443 | The Pedowitz Group ©2010 1

Debbie Qaqish

Chief Revenue Officer

The Pedowitz Group

July 15th 2010

The Rise of the Revenue Marketer TM


Andrew Gaffney - Editor at DemandGen, Gaffney is specialized in custom publishing, performance-based marketing, measurement and demand generation. His clients have ranged from start-ups to Fortune 500 in technology, retail and online media.

About the Speakers

Debbie Qaqish – Chief Revenue Officer and Principal at The Pedowitz Group, is a recognized thought leader in the Demand Generation industry with over 6 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.


A Shared Approach To Revenue Generation


Benefits of a Shared Revenue Cycle

1) Lower customer acquisition costs—More effective marketing programs/efficient sales

2) Reduced wasteful spending—Cut back on cold calling, direct mail, costly lead tactics

3) More predictability in sales forecasts—Lead qualification = repeatable, predictable processes

4) Greater pipeline stability—Sales teams able to avoid the “feast or famine”


Sales & Marketing Stretching


Next Gen – Demand Gen

• Marketing’s role evolving beyond the top of the funnel

• Greater need for and emphasis on lead nurturing and lead acceleration


The Journey The Buyer is in Control Definitions &

Characteristics The Revenue Marketing

Team Meet Some Revenue

Marketers Q & A

Agenda


“Debbie, what are you going to do about revenue?”


The Buyer is in Control


What can the BMW Revenue Marketer do?


• Check our financing options page• Search for a local BMW dealer

Now….my online behavior language changes.

Change in Online Behavior


Options provided by The BMW Revenue Marketer

Send an automatic email to the prospect with a list of financing options and an invitation to talk to a dealer

Send an alert to the closest dealer with:• Name, phone, email address of prospect• History of online behavior

• Interested in a white 2010 pre-certified Z4• Dealer can call immediately or send an email

introduction


New Role for Marketing


Enhancing Lead Gen is #1

CSO Insights Study


Sales Rates Marketing on Lead Generation..and the score is not good!

63% “Needs Improvement”

CSO Insights Study


The Rise of the Revenue Marketer

1. Leverages

2. Deploys

3. Builds

4. Contributes


Focused on rev impact Run by the numbers Integrated with sales Fully leverages

technology A seat at the table New team and new skills

Characteristics of a Revenue Marketing Practice


Meet The Revenue Marketing Team!

• VP of Marketing Revenue• Business Analyst• Power User/Marketing

Technologist• Revenue Focused Creative• Revenue Focused Content


Meet the VP of Marketing Revenue!

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

• All campaigns are about pipeline and revenue impact

Skills & Experience

• Communication• Teamwork• Execution• Revenue results focused

including to areas he/she does not have direct responsibility

• Sales, sales ops, finance• Not typically agency,

product or creative • Often hired


Meet the Business Analyst!

Role Description• Metrics are now a part of

your life• What you measure changes

over time• Efficiency Metrics to Revenue

Metrics• Lots of experimentation,

numbers do not lie• Constantly reviewing

Skills & Experience• Analytical

• Communication

• Experimentation

• Successful prior experience includes in using technology to translate business analytics and suggestions for change. Google analytics, CRM, etc.


Meet the Marketing Technologist!

Role Description• Power User• Sets up and executes

campaigns• Continuously learning how

to more effectively leverage the technology to meet the business needs

Skills & Experience• Application friendly

• HTML

• Web understanding

• Detail oriented/Logic

• Successful prior experience includes CRM, web, HTML, picks up apps quickly


Meet the Creative & Content Team!

Role Description

• Create the creative/copy for:• Emails• Landing pages• Hypersites• Web

• Content is King• Yours, 3rd Party• Small exchange of

value

Skills & Experience

• Creative• HTML• Content for Web 2.0• Creative focused on creating a

response, a next step, a conversion, a multi-step digital relationship.

• Content in snippets and content that invites behavior


Email Service Provider• The Buy Cycle– Increase in

conversions to opportunity by 15%

– Reduction in time to convert by 30 days

– 37% click through rates

• Sally runs the Inside Sales Team

Meet Three Revenue Marketers

• Achieved 100% ROI in 3 months

• Increased number of sales-ready leads by 400%

• Reduced campaign management burden by 80%

• Increased free trials volume and conversion rate by 10-15%

• Increased email open and click-through rates by 10%

• Improved web site content and landing page quality


Meet Revenue Marketers

Join us on Thursdays at 2 PM EST via Blog Talk Radio:

Listen to real stories from real Revenue Marketers with the Revenue Marketer Blog Talk Radio Series


What are you going to do about revenue?

So…


1. Get real

2. Establish revenue goals

3. You don’t know what you don’t know

4. Talk to other Revenue Marketers

5. How do you eat an elephant?

Your Next Steps


Debbie Qaqish

Chief Revenue Officer

The Pedowitz Group

July 15th 2010

The Rise of the Revenue Marketer TM

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