This model works best when the tele-qualifier role reports directly to marketing. When this role reports to sales, it is often called upon to take on other responsibilities, which dilutes its effectiveness. Immediate feedback to marketing is invaluable when it comes to attaining higher quality leads.

Content is the fuel for your revenue marketing journey. The foundation for a successful content program begins with using the buyer’s journey and digital persona as building blocks. In the digital world, how prospects interact with your content tells you where they are on their buyers’ journeys and allows you to participate in a rational and helpful dialogue.

You simply cannot transform an enterprise marketing organization from being a cost center to a revenue center without a different organizational structure, complete with new roles, skills, and compensation in place. This is an advanced level of maturity for revenue marketing.

The first big step towards revenue marketing is making the transition from traditional marketing to lead generation marketing. Lead generation marketing is characterized by one major goal: providing leads to sales.