Creating the marketing revenue engine with limited resources€¦ · Integrated funnel GAME...
Transcript of Creating the marketing revenue engine with limited resources€¦ · Integrated funnel GAME...
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