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.
Debbie Qaqish, Rise of the Revenue Marketer
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.
Debbie Qaqish, Rise of the Revenue Marketer
Today, if you haven’t bought in, you can’t even compete. Marketing automation went from becoming a visionary piece of software to something that is required as table stakes if you want to compete in this digital age we are in now.
Jim Kanir, SVP of Sales and Marketing at Billtrust, Rise of the Revenue Marketer
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.
Debbie Qaqish, Rise of the Revenue Marketer
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.
Debbie Qaqish, Rise of the Revenue Marketer
…even with the right culture, alignment, and support, I would say it’s still at least a two-year journey to where you have a repeatable, predictable, and scalable revenue marketing model.
Kristen Wright, VP of Marketing at Pinstripe, Rise of the Revenue Marketer
Today’s buyers are typically anywhere from 60–70 percent through their buyer journey before a company is even aware that there is an opportunity.
Debbie Qaqish, Rise of the Revenue Marketer
[…] I began to realize that an organization’s fitness – like that of an organism – cannot be assessed in a vacuum; it is a product of compatibility with the surrounding environment.
Stanley McChrystal, Team of Teams
In popular culture, the term “butterfly effect” is almost always misused. It has become synonymous with “leverage” – the idea of a small think that has a bing impact, with the implication that, like a lever, it can be manipulated to a desired end. This misses the point of [Edward] Lorenz’s insight. The reality is that small things in a complex system may have no effect or a massive one, and it is virtually impossible to know which will turn out to be the case.
Stanley McChrystal, Team of Teams
Attempts to control complex systems by using the kind of mechanical, reductionist thinking championed by thinkers from Newton to Taylor – breaking everything down into component parts, or optimizing individual elements – tend to be pointless at best or destructive at worst.
Stanley McChrystal, Team of Teams
