Revenue Marketing University
Transcript of Revenue Marketing University
11/28/2012 The Pedowitz Group ©20121
Revenue Marketing UniversityEducation for Marketing Executives
Class 4 – Strategy & People
The Pedowitz Group
11/28/2012 The Pedowitz Group ©20122
Welcome!
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.
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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
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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
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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!
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Agenda
� Revenue Marketing Strategy
� Definition
� A Model
� Case Study
� People
� Definition
� A Model
� Case Study
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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
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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
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The Six Controls (RM6™)
Control 1
Control 2
Control 3
Control 4
Control 5
Control 6
Strategy
People
Process
Technology
Content
Results
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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
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Revenue Marketing
Center of Excellence™
� What is it?
� The structure
� How to get started – a
case study
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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.
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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
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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
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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
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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
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RM6 Self Assessment
http://revmarketer.pedowitzgroup.com/RMT-
Self-Assessment.html
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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
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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
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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
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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
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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
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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
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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
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� 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
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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
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Q & A
770-331-4443
Twitter: @revenuemarketer
LinkIn with me!
Twitter: @lizmcclellan
Connect: imeet.com/pgi/liz