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Brian Carroll invites Paul Teshima, Senior Vice President of Customer Strategy and Success for Eloqua, to define and outline RPM’s power through actual anecdotes and case studies.
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The Future of Marketing:The Future of Marketing:The Evolution from Demand Generation to The Evolution from Demand Generation to Revenue Performance ManagementRevenue Performance Management
Presented By:Presented By:•• Paul Paul TeshimaTeshima, SVP Customer Strategy & Success , SVP Customer Strategy & Success –– EloquaEloqua•• Hope Frank, Chief Marketing Officer Hope Frank, Chief Marketing Officer ‐‐ WebtrendsWebtrends
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Transformative shifts in marketing
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Transformative shifts in marketing
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Distribution becomes free
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Transformative shifts in marketing
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Distribution becomes free
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Transformative shifts in marketing
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Distribution becomes free
New information layers
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Transformative shifts in marketing
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Distribution becomes free
New information layers
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Transformative shifts in marketing
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Distribution becomes free
New information layers
Information is free
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Customer buying process
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I’ll believe it when I see it
1995
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Customer Buying Process
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I’ll believe it when I see it
2011
1995
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What is marketing automation?
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What is marketing automation?
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Buying vs. Sales Process
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What is marketing automation?
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Buying vs. Sales Process
Right TimeRight Message
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What is marketing automation?
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Buying vs. Sales Process
Right TimeRight Message
Segment by Profile AND Activity
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What is Marketing Automation?
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Buying vs. Sales Process
Right TimeRight Message
Segment by Profile AND Activity
200+ Activities Per Deal
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What is marketing automation?
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The Revenue Lifecycle™
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What are the Revenue Lifecycle trends?
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Our years of experience with hundreds of leading companies has generated
a big idea
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Revenue Performance Management (RPM)
Definition:
A strategy for managing a company’s interactions with buyers through the entire purchase process that enables dramatically more predictable, rapid and profitable revenue growth.
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The Four Pillars of RPM
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The Four Pillars of RPM
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Managingintegratedfunnel
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The Four Pillars of RPM
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Managingintegratedfunnel
Analysisthat drivesaction
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The Four Pillars of RPM
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Managingintegratedfunnel
Analysisthat drivesaction
Improvementusing
benchmarks
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The Four Pillars of RPM
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Managingintegratedfunnel
Analysisthat drivesaction
Improvementusing
benchmarks
Identifyingnew revenueopportunities
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Campaign Dual Attribution
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RPM Customer Journey
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RPM Customer Journey
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Automate Sales
Pipeline
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RPM Customer Journey
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Automate Sales
Pipeline
Automate Campaign
Management
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RPM Customer Journey
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Automate Sales
Pipeline
Automate Campaign
Management
One View of the Truth
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RPM Customer Journey
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Automate Sales
Pipeline
Automate Campaign
Management
One View of the Truth
Benchmark and Optimize
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The benefits are real
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Are we effectively converting leads in all sales territories?
Increase MQL to SQL from 23% to 31%, driving $12m to
bottom line
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The benefits are real
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Are we effectively converting leads in all sales territories?
Increase MQL to SQL from 23% to 31%, driving $12m to
bottom line
What does my totalpipeline look like?And do we all agree?
Lead flow up 82% over past years and revenues
are up 34%.
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The Benefits are Real
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Are we effectively converting leads in all sales territories?
Increase MQL to SQL from 23% to 31%, driving $12m to
bottom line
What does my totalpipeline look like?And do we all agree?
Lead flow up 82% over past years and revenues
are up 34%.
For Eloqua, what is the economic valueof conversion rate?
1% = $1 million spend, and by focusing on
improving conversion we will save over $3 million
in future expense
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RPM companies outperform S&P 500
34Data Source: Google Finance as of 1/11/2011; All figures show average Cumulative GAAP Revenue Growth for companies in the index using SEC filings reported to‐date. Overlaps removed between indices. Companies appearing in RPM index are removed from Eloqua index, which are in turn removed from S&P 500 index.
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Insider View of RPM – The CMO PerspectiveHope Frank, CMO ‐Webtrends
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The Global Leader in Mobile and Social Analyticswww.webtrends.com
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the CMO MANDATE
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new level of accountability
senior leadership alignment
the marketing organizationof the future
a culture ofmeasurement and iteration
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senior leadership alignment
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themarketing organization
of the future
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a culture ofmeasurement and iteration
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courage
brilliance
iteration
Implementing RPMMyllisa Patterson, Sr. Optimization Analyst
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align sales and marketing
improve business process
leverage automation
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define the levers of optimization
Impacts of RPM on MarketingMarko Z Muellner, Director of Marketing
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what we’ve learned so far
The customer buying process has changed
A disciplined approach to managing the buyer experience through the entire purchase process can ensure sustainable success
The current state of the global marketplace has accelerated and deepened Marketing accountability
Senior leadership must have the courage to form the organization of the future and develop a culture of testing and learning that drives
innovation and creative brilliance
It takes business change, best‐in‐class processes, integrated systems, RPM and automation to enable iterative Marketing success
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get qualified leads to sales in minutes
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marketing owns more of the prospect relationship
we must approach every touch from a multi‐touch perspective
conversations at scale
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focus on nurturing
your success will drive the rest of your efforts
educate, guide and delight
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TARGET
ACCOUNTS +
LEAD QUAL
PROGRAM
S + EVEN
TS
Hope FrankCMO
Marko MuellnerDirector Marketing
Sr. Optimization Analysts
Marketing Managers
Editorial Directors
Copywriters
Design Directors
Designers
Technology Directors
Front‐End Developers
Tech Production
Sr. Lead Qual Reps
Lead Qual Reps
in‐house team is agile, connected to
customers, the brand and our products
all members are iterative and
optimization analysts enable entire team
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Outbound Reps
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agile marketing19 million thought leadership impressions
significant spikes in engagement and new leadsused Webtrends Social Measurement and Webtrends Apps
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focus on quality not quantity
be a trusted advisorevery time and all of the time
be agile. always testing and learning
have fun
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