Building a Revenue Engine

Joe Gelata

Building a Revenue Engine

Blog: www.revenue-engineer.comTwitter: @RevenueEngineer

Hashtag: #RevEngEmail: joe@revenue-engineer.com

Introduction

• Sales, Field Marketing, Operations• Focused on revenue• Marketing & Sales Operations at Coreworx• B2B Software

Agenda

• Overview of Revenue Funnel– Sales– Demand Generation– Social

• Marketing Automation• Revenue Performance Management• Organizational Models– Marketing Operations Centre of Excellence– Revenue Office

Definitions

• Revenue Engine: system and processes that drive revenue from suspect to deal close

• Funnel: A group of measurable stages within a process, each further qualifying a prospect

• SCRM: Social Customer Relationship Management

• KPI: Key Performance Indicator• RPM: Revenue Performance Management

Survey

• How many of you have:– CRM?– Marketing Automation?– Social Media Strategy?

OVERVIEW OF REVENUE FUNNEL

Stage 1: Sales

• 1:1• Qualified Prospect• Many Sales Models• CRM Technology

Stage 2: Demand Gen

• 1:N• Demand/Lead Gen• Sirius Decisions

Waterfall Model• Marketing Automation

Stage 3: Social

• N:N• Topic is you• Social media• You can join• Revenue generation• Social CRM

Stage Interaction

• Marketing does more qualification

• Social influence grows• Social > Demand Gen• Demand Gen > Sales

MARKETING AUTOMATION

Marketing Automation

Challenges Adoption

Generate high-quality leads

Marketing to growing number of people

Generate higher volume of leads

0% 20% 40% 60% 80%

Plan17%

No Plan30%

Full/Par-tial

53%

Marketing Automation

• Features– Contact Database– Contact Segmentation– Email Engine– Forms & Landing Pages– Personalization– Lead Nurturing– Lead Scoring– A/B Testing

– Event Automation– Automated Data Cleanse– Dynamic Content– Progressive Profiling– Contact Level Activity

Tracking– Marketing Dashboard– Integration with CRM– Integration with 3rd

Party Apps

Marketing Automation

• Vendors– Aprimo– Eloqua– Genius– Loopfuse– Manticore

– Marketo– Neolane– Net-Results– Pardot– SilverPOP– Others...

Marketing Automation

• Only ¼ of Marketing Automation implementations hit their goal

SuccessFail

ure

Marketing Automation

• Document Lead Management Process• Standardize Terminology with Sales• Determine KPIs• KPIs are Metrics, Metrics are NOT KPIs• You get what you pay for

Marketing Automation

• Give yourself sufficient time• Build technology to support business• Internal & external resource• Build it backwards• Don’t launch before it’s done• Get trained• Continued enhancements

REVENUE PERFORMANCE MANAGEMENT

RPM

• “A systematic approach to identifying the drivers and impediments to revenue, rigorously measuring them, and then pulling the economic levers that will optimize top line growth”

• One view of the truth• Marketo & Eloqua

RPM

• Focus on KPIs– Campaign Attribution– Time in Stage– Funnel Leakage– Rejection Reasons– Weighted Pipeline– Total Revenue Conversion

RPM

• Case Study: Platts– Lead to Opportunity conversion: 23% to 31%– Marketing contribution to revenue: 22% to 28%

Revenue Growth2007 to 2010

•S&P 500: 15%•Eloqua Customers: 34%•RPM Users: 58%

RPM

ORGANIZATIONAL MODELS

Organizational Models

• Marketing Operations Centre of Excellence– Reports to CMO– Manages process & infrastructure– Build campaigns– Best practice standardization and training– Deep understanding of data– Targeted resources

Organizational Models

• Marketing Operations Centre of Excellence

Chief Marketing Officer

Product Marketing Field Marketing Market

Development Sales

VP Sales

Marketing Operations Sales Operations

Organizational Models

• Revenue Office– Reports to CRO– Marketing & Sales Operations combined– Ensures consistent process flow– Focused on revenue– Removes Marketing/Sales Alignment issues

Organizational Models

• Revenue Office

Chief Revenue Officer

Product Marketing Field Marketing Market

Development Sales

Revenue Operations

Summary

• Overview of Revenue Funnel– Sales– Demand Generation– Social

• Marketing Automation• Revenue Performance Management• Organizational Models– Marketing Operations Centre of Excellence– Revenue Office

Questions

Contact

Joe Gelatajoe@revenue-engineer.com

@RevenueEngineerwww.revenue-engineer.com