CREATING THE MARKETING REVENUE ENGINE

PRESENTER:

Polina Komendantova

WITH LIMITED RESOURCES

THE REVENUE MARKETING JOURNEY

REVENUE MARKETING DEFINED

REPEATABLE PROSPECTING PROGRAMS

PREDICTABLE ROI

LINK MARKETING PLANS TO REV OBJECTIVES

Source: The Science of Revenue blog, Paul D’Arcy

REVENUE MARKETING IN AUSTRALIA

Source: B2B Marketing Outlook 2019, Green Hat & AMI

REVENUE MARKETING GAINING SLOW TRACTION

AU B2b Marketing Research Highlights:

• 17% clearly communicate ROI

• 32% achieved objectives

• 53% Marketing viewed as a support function

• 32% have a documented lead gen strategy & agreed lead definition

REVENUE GENERATION ENGINEKEY ELEMENTS THAT IMPACT MARKETING’S ABILITY TO IMPROVE REVENUE PERFORMANCE

Strategic Orientation

Customer

People & Skills

Budgeting

Culture

Technology

Analytics & Reporting

Job Design

Process

Communication

Source: The Growth Engine

REVENUE GENERATION MATURITY FRAMEWORK

• Marketing plan is not aligned with bus objectives and rev goals.

• Customer profiles available but data not collected.

• Marketing Manager with Sales Manager both report to MD or COO.

• Marketing structure does not support lead generation.

• Little alignment with sales.• CRM not used as a mandate.• Marketing automation or Email

marketing tools used for single drop campaigns.

Reporting & Metrics: # of leads sent to sales

• Annual marketing plan aligned with bus plan limited alignment across revenue

• Quarterly campaign plans in place• Marketing Director reports to CEO in

parallel to other functions• Roles and responsibilities well

defined. • Sales and marketing have a

“revenue” relationship• Staff compensation is not aligned with

revenue performance• CRM and marketing automation tools

are integrated• Multi-channel integrated campaigns

Reporting & Metrics: % and $ of leads provided to salesCost per lead

• Marketing plan aligned with business planning

• Quarterly campaign plans are aligned with revenue objectives and ROI expectations

• CMO is on the leadership committee.• The team’s compensation is based on

revenue and marketing performance.• Processes are well defined.• Synergy between sales and marketing• CRM, marketing automation and

business intel systems exist and are integrated.

• Repeatable, predictable and scalable programs

Reporting & Metrics: Reporting is focused on revenue metrics: CLV, retention rate, churn, conversion rate, cost to acquire, ROI, etc.

• Traditional marketing (4Ps)• Tactical • Little data collection• No customer personas• Sales and marketing work in silos• Marketing in a “service” role• No clear JDs• Few or no processes• Email marketing tool• Focus on “branding” & advertising

Reporting & Metrics: Measured on costs & number of activities

CRAWL WALK RUN LEAP

Source: The Growth Engine

CASE STUDY SPOTLIGHT:BUILDING REV ENGINE WITH LIMITED RESOURCES

REVENUE TRANSFORMATION

2018STATE OF MATURITY: CRAWL

2019STATE OF MATURITY: RUN

INTRODUCTION OF SALES DEVELOPMENT FUNCTION

Key differentiation points:

1. SDR as the link between sales and marketing

2. Lead development focus on quality rather than qty (BANT)

3. Close the loop – SDR part of marketing team

4. Integrated funnel

GAME CHANGER: REVENUE ACCOUNTABILITY

INDUSTRY FOCUSED WEBINARSGAME CHANGER: CUSTOMER CENTRIC ACTIVITY

1. Customer and pain point focused topics based on research

2. No product!

3. Webinars with 3rd parties as SMEs

4. Amplify via 3rd party channels:associations, media and influencers

AWARENESS INTEREST & ENGAGEMENT

QUALIFICATION FOLLOW-UP (SFDC)

PROMOTION GATED ASSETS

UNGATED ASSETS

Roundtable

Report

Videos

Infographic

Advertising

Social Media posts

Blog Posts

Direct Emails

3rd party coverage

READINESS SURVEY

Qualified leads will flow thru to SFDC

Survey will present a series of questions designed to help us determine suitability for follow-up

SDR FOLLOW-UP

Approved prospects to be assigned to sales team & created as opportunities, linked back to campaign.

OPPORTUNITY CREATION

REPEATABLE CAMPAIGN PLAYSGAME CHANGER: CUSTOMER CENTRIC ACTIVITY

REPORT INFOGRAPHICS VIDEOS ROUNDTABLES

CAMPAIGN SAMPLE

DT READINESS SURVEY

B2b MARKETING PLAYBOOK

Overview:

1. Outlines key components of Revenue Engine Operation

2. Transparency & clarity

3. The Playbook is just the beginning!

GAME CHANGER: COMMUNICATION & OPERATIONAL EXCELLENCE

KEY LEARNINGS

Marketing is part of everyone’s role –from C-level down. Everyone impacts customer experience and drives revenue.

Creating the Revenue Engine is a major change management program: things to happen overnight

Holistic view of operation: people, technology, data, processes, reporting, etc.

Getting the right team in place is critical!

“Marketing needs to adopt a sales mentality–thinking in terms of contribution to revenue?”

LET’S TALK ABOUT REVENUE MARKETING

FIND ME ON LINKEDINLjubica Radoicic

Q&A