This kind of data is fueling the use of technology in marketing to the point where marketing needs to proactively embrace technology as a key competency in their organization—not outsource it to the IT department. The time for the marketing technology officer is now.
Debbie Qaqish, Rise of the Revenue Marketer
Companies using marketing automation with CRM reported greater growth than their competition competition 66% of the time, while companies without marketing automation reported greater growth only 50% of the time.
Debbie Qaqish, Rise of the Revenue Marketer
It is becoming more common to find a lead qualification group in marketing. This group is recognized by various names, such as telemarketing, tele-qualifying, lead development, inside sales representatives, etc. In some cases, where they are encouraged to sell lower priced services and products, they belong more in sales than in marketing. But in cases where their role is to simply cultivate prospects, qualifying them before passing the lead on to sales, it is more valuable to keep them in marketing.
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If alignment at the top is not in place, revenue marketing will not work, as it requires substantive change management across the entire organization.
Debbie Qaqish, Rise of the Revenue Marketer
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
