Marketing is knowing what to build and for whom by understanding your buyers and creating great content they want to consume, branding your content as the expert — and frankly the rest is easy.
Pragmatic Marketing: The Strategic Role of Product Management
Technology businesses use two definitions of marketing:
1) the market experts and business leaders for the products
— or —
2) the t-shirt and coffee mug department
Pragmatic Marketing: The Strategic Role of Product Management
The Global CMO study conducted by IBM showed key CMO measurements for the future included marketing ROI, customer experience, conversion rate/ new customers, overall sales, marketing-influenced sales, revenue per customer, and finally social media metrics. Five of these seven metrics have to do with revenue. The days of the CMO running a pure cost center are over.
Debbie Qaqish, Rise of the Revenue Marketer
Revenue marketing is transformational. This means it requires change, and change requires budget, so you have to be able to sell it.
Debbie Qaqish, Rise of the Revenue Marketer
The days of being happy with reporting a lot of activity-based metrics are over. While you will continue to track and improve activity-based measures such as open and click-through rates, your key measures of success are now in revenue and financial terms. This is what is required to move from a cost center to a revenue center.
Debbie Qaqish, Rise of the Revenue Marketer
A recent report from Gartner tells us that marketing automation will be the fastest growing category in CRM over the next four years and that by 2017, chief marketing officers (CMOs) will have a bigger IT budget than chief information officers (CIOs). This should be a real wake-up call for any B2B marketing group that has delayed jumping into the marketing automation and social marketing fray. The message is clear: if you want to remain competitive, you’ll need to master these technologies.
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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
