DEVELOPING A ROBUST REVENUE MARKETING ENGINE PRESENTER: LJUBICA - - PowerPoint PPT Presentation

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 Customer People & Skills Budgeting Culture Technology Analytics & Reporting Job Design

Source: The Growth Engine

Communication Process

What are the top 3 elements that have the greatest impact on revenue performance?

1. Strategic Orientation 2. Customer Focus 3. People and Sills 4. Job Design 5. Culture 6. Process 7. Technology 8. Budgeting 9. Communication 10. Analytics & Reporting

REVENUE MARKETING MATURITY FRAMEWORK

• Marketing plan is not

aligned with bus

• bjectives and rev

goals.

• CRM not used as a

mandate.

• Marketing automation
• r email marketing

tools used for single drop campaigns.

• Annual marketing plan

aligned with bus plan limited alignment across revenue

• Quarterly campaign plans

in place

• Sales and marketing have

a “revenue” relationship

• Multi-channel integrated

campaigns

• Marketing plan aligned

with business planning

• Quarterly campaign plans

are aligned with revenue

• bjectives
• CMO is on the leadership

committee.

• Processes are well

defined.

• Repeatable, predictable

and scalable programs

• Traditional marketing

(4Ps)

• Tactical
• Sales and marketing

work in silos

• Few or no processes
• Email marketing tool

CRAWL WALK RUN LEAP

Repo porting ting & Metr tric ics: s: CLV, retention rate, churn, conversion rate, cost to acquire, ROI, etc. Reportin ting & Metr trics: ics: Measured on costs & number of activities Reportin ting & Metr trics: ics: # of leads sent to sales Reportin ting & Metr trics: ics:

• % and $ of leads

provided to sales

• Cost per lead

What stage of revenue maturity is your organisation at?

A. Crawl B. Walk C. Run D. Leap

APAC marketers are at Walk (46.5%) and Run (43%) stage of revenue marketing maturity.

CASE STUDY SPOTLIGHT: BUILDING THE REVENUE GENERATIO N ENGINE

MARKETING TRANSFORMATION – GLOBAL TECH ORG

Year 1 STATE OF MATURITY: CRAWL 18 Months hs Later er STATE OF MATURITY: RUN

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: REVENUE ACCOUNTABILITY

AWARENESS INTEREST T & ENGAGEMENT QUALIFICATION FOLLO LOW-UP (SFDC)

PROMOTI OMOTION ON GATED ASSETS TS UNGA GATE TED ASSETS TS Roundtable Report Videos Infographic Advertising Social Media posts Blog Posts Direct Emails 3rd party coverage READINESS SURVEY Qualified leads will flow thru to SFDC Survey will present a series

• f questions

designed to help us determine suitability for follow-up SDR FOLLOW OW-UP UP Approved prospects to be assigned to sales team & created as

• pportunities,

linked back to campaign. OPPOR ORTU TUNITY TY CREATI TION ON

REPEATABLE CAMPAIGN PLAYS

GAME CHANGER: CUSTOMER CENTRIC ACTIVITY

KEY LEARNINGS

Marketing is part

• f everyone’s role

– from C-level

• down. Everyone

impacts customer experience and drives revenue. Creating the Revenue Engine is a major change management program: things to happen

• vernight

Holistic view of

• peration: people,

technology, data, processes, reporting, etc. Getting the right team in place is critical! “Marketing needs to adopt a sales mentality–thinking in terms of contribution to revenue?”

Q&A

B2b MARKETING PLAYBOOK & eBOOK

Overview:

• 1. Outlines key components of Revenue

Engine Operation

• 2. Transparency & clarity
• 3. The Playbook is just the beginning!

GAME CHANGER: COMMUNICATION & OPERATIONAL EXCELLENCE

LET’S TALK ABOUT REVENUE MARKETING

FIND ME ON LINKEDIN Ljubica Radoicic