Revenue Marketing University

11/28/2012 The Pedowitz Group ©20121

Revenue Marketing UniversityEducation for Marketing Executives

Class 4 – Strategy & People

The Pedowitz Group


Welcome!

[email protected]

770-331-4443

Twitter: @revenuemarketer

LI: dqaqish

Debbie Qaqish

Partner & CRMO

The Pedowitz Group

Goal: To provide education

based on real-life best

practices and peer networking

that will help marketing

executives transform their

organizations from cost centers

to revenue centers.


The Six Week Syllabus

October 17

o "Does Marketing

Automation Really Matter?”

October 30

o The Revenue Marketing

Transformation: Revenue

Marketing Journey

November 14

o Technology: Marketing

Automation Technology and

CRM - The Value They Bring

Faculty:

Jim Lenskold

Lenskold

Group

Faculty:

Amy Hawthorne

Rackspace

Faculty:

Alan Scheik

Cisco Capital

Faculty:

Nancy Harris

Sage


The Six Week Syllabus

November 28

o Strategy & People: Create a Revenue Marketing Center of Excellence & Key Roles Required for Revenue Marketing

December 5

o Process & Content: The Revenue Marketing Process & Content is King

December 19

o Results: Marketing

Automation Delivers Measurement

Faculty:

Liz McClellan

PGi

Faculty:

Patty Foley-

Reid, Iron

Mountain

Faculty:

Jim Kanir

Billtrust


Attend, Test and Earn


Connections

� Tweet if you hear something worth

sharing!

� @revenuemarketer

� Tell your friends and colleagues to join

� Register

� Have access to all replays

� Connect with me on LinkedIn!


Agenda

� Revenue Marketing Strategy

� Definition

� A Model

� Case Study

� People

� Definition

� A Model

� Case Study


Liz McClellan—Your Instructor Today

� VP, Field Marketing for PGi

� 20 years agency and client side B2B /

B2C marketing experience

� Graduated from Hollins University

� Will be sharing based on multiple

experiences:

� Early adoption of marketing

automation (2007)

� Lead contributor in constructing an

RPM COE

� Plenty of trial and error


Strategy


Revenue Marketing Strategy

� What is Revenue Marketing Strategy?

� A specific, detailed and holistic strategy for transforming

marketing from a cost center to a revenue center

� Why is it important?

� Impact

� Time


The Six Controls (RM6™)

Control 1

Control 2

Control 3

Control 4

Control 5

Control 6

Strategy

People

Process

Technology

Content

Results


RM6™ Control Detail

Results

Strategy

People

Process

Technology

Content

Executive

SponsorshipRoles, Skills &

Competencies Training &

Development

Sales &

Marketing

Alignment

Sales

Empowerment

Revenue AcquisitionCenter of

ExcellenceCommunication and

Change Management

Prospect/Cust

omer Lifecycle

Nurture

Management -

Multi-channel

Funnel & Lead

Management

Contact &

Data

Management

Testing, QA &

Measurement

Revenue

Marketing

Architecture

Marketing

TechnologiesCRM

Data &

AnalyticsContent Tools

Content Type

Assessment

Personas/Buy

Cycle/Channel

s

Persona

Messaging

Content

Development

Process

Roadmap &

Measurement

Measurement

Assessment

Revenue

Attribution

Funnel

Performance

Reporting

Structures &

Processes

ROI & RPS


Revenue Marketing

Center of Excellence™

� What is it?

� The structure

� How to get started – a

case study


Definition

� A Revenue Marketing Center of Excellence is a central

hub of shared revenue marketing services, infrastructure

and processes that are 100% focused on enabling the

holistic transformation of marketing from a cost center to

a revenue center.

� The model is characterized by a combination of well-

orchestrated field and corporate roles and responsibilities

across all channels and typically involves a re-

organization of the current marketing organization and a

re-thinking of the role of marketing in the company.


Year 1 Framework

VP Revenue Marketing

Director Marketing Operations

1 Process Specialist

1 Data Specialists

1 Reporting and Field Liaison

1 Campaign Svcs

1 Program Manager

1 Content Strategist

1 Best Practice Specialist

Current Mktg.

Operations Teams


TPG’s Revenue Marketing

Center of Excellence Model ™

Campaign Services

Program

Management

Best Practices

Director

Marketing Operations

or MTO

Data Management

Technology

Process

Analytics and Strategy

QA

VP Revenue Marketing

Creative Services

Lead Qualification Team

Content Strategy

Channel/Partner

Programs

Director

Revenue Marketing

Global Ops Liaison

CMO

Social Search


RM CoE – Two Core Functions

Revenue Marketing

Center of Excellence resource

featuring advisory, execution

and technical resources that

create demand directly, across

all available channels and

advise other demand creation

teams (such as field, business

unit or partner marketing).

Captures and disseminates

marketing KPI’s and other

marketing information to the

Enterprise and manages

technologies and processes

that help generate this

information.

See Nov 14th class with Nancy

Harris for a full description of

Marketing Operations and the

Marketing Technology Officer

role

Marketing Operations


Case Study

� Building the Business Case

� Getting started


Strategy: Key Takeaways for the

Marketing Executive

� Change Management

� Don’t underestimate the Change Management needed for a

project of this scope

� Do a thorough talent assessment before starting

� Understand your gaps and have a plan on how to address them.

� Plan with the end in mind

� Layout all of your reporting needs upfront and understand how

you will get the data you need.

� Make sure that your systems support this from the onset – do

not reverse engineer reporting after the fact


RM6 Self Assessment

http://revmarketer.pedowitzgroup.com/RMT-

Self-Assessment.html


People


RM6™ Detail

Results

Strategy

People

Process

Technology

Content

Executive

SponsorshipRoles, Skills &

Competencies

Training &

Development

Sales &

Marketing

Alignment

Sales

Empowerment

Based on customer

acquisition and growth – who

and how?

Organizational Structure

Center of Excellence

Communication and change

management plan

Prospect/Cust

omer Lifecycle

Nurture

Management -

Multi-channel

Funnel & Lead

Management

Contact &

Data

Management

Testing, QA &

Measurement

Revenue

Marketing

Architecture

Marketing

TechnologiesCRM

Data &

AnalyticsContent Tools

Content Type

Assessment

Personas/Buy

Cycle/Channel

s

Persona

Messaging

Content

Development

Process

Roadmap &

Measurement

Measurement

Assessment

Revenue

Attribution

Funnel

Performance

Reporting

Structures &

Processes

ROI & RPS


Model of a Revenue Marketing Team™


Role Description

� Strategic role for Demand

Generation

� “Sounds” like a VP of Sales

� Manages a lead funnel and is

focused on revenue results

� All campaigns are about

pipeline and revenue impact

Case Study

� Change Agent/ Evangelist

� Strong leader / team builder

� Right / left brain skills

Meet the

VP of Revenue Marketing

Workbook Exercise


Role Description� Metrics are now a

part of your life

� What you measure changes over time

� Efficiency Metrics to Revenue Metrics

� Lots of experimentation, numbers do not lie

Case Study:

• Get this person

onboard early

Meet the

Business Analyst

Workbook Exercise


Role Description

� Power User

� Sets up and executes

campaigns

� Continuously learning

how to more effectively

leverage the

technology to meet the

business needs

Case Study

� Platform ninja, understands

all facets of the platform

� Active user group participant,

has a voice with provider on

future enhancements

� Should be well versed in data

mgmnt, CRM alignment and

reporting

Meet the

Marketing Technologist

Workbook Exercise


Role Description

� Focuses on campaign execution

� A “bread crumb” manager

� Obsesses over online behavior and creating intimate and personalized digital dialog with all segments of the market

� Experimentation is key

Case Study

� Roll up your sleeves roll

� Obsessed with the data

and testing

� Constantly finding new

ways to optimize and able

to present they “why”

behind their

recommendations

Meet the

Nurture Specialist

Workbook Exercise


Role Description

� Create the

creative/copy for:

� Emails

� Landing pages

� Hypersites

� Web

Case Study� Proven success in this area

� Not for the traditional

designer

� A/B testing fanatic

� UI / User experience

� Acutely aware of what

drives results and not

solely focused on creative

� Can site best in class

examples

Meet the

Creative Specialist

Workbook Exercise


Role Description� Content is King and it

powers your program

� Yours, 3rd Party

� Small exchange of

value

� Bread crumbs

� Content Development

and Management

� Content Operations

� Content syndication

Case Study� Conduct a content audit

� Address gaps in people, org

etc

� Find an outside expert to

mentor / advise

� Invest heavily in this area

� Educate Execs that this is a

long term strategy

Meet the

Content Specialist


� Big trend

� Think – Top of the

Funnel

� 40% of WRMR

guests use a tele-

qualifying process

Meet the Tele-qualifying

Team

Case Study

� Well worth the

investment

� Start small and scale as it

makes sense


People: Key Takeaways for the

Marketing Executive

� Chemistry vs. Pedigree

� Make sure your leaders create the right environment for success

� The vibe of the group will be dictated by the leaders you have in

place

� Patience

� This is not a quick win

� There will be trial and error but that will ultimately drive success

� Hire an outside firm / consultant to help you


Q & A

[email protected]

770-331-4443

Twitter: @revenuemarketer

LinkIn with me!

[email protected]

Twitter: @lizmcclellan

Connect: imeet.com/pgi/liz


Next Class

December 5

o Process & Content: The Revenue Marketing Process & Content is King

Faculty:

Patty Foley-Reid

Iron Mountain

Documents

Revenue Marketing University