Rise of the Revenue Marketer is more than a book. It's a recipe. After a brief history on the genesis of revenue marketing, the narrative jumps straight into the methodology by which marketing transforms from a cost center to a revenue center.
The core definition of revenue marketing boils down to four points. First, successfully marketing drops SALES READY LEADS into the top of the demand generation funnel. Next, it ACCELERATES sales opportunities through the sales pipeline. Third, it MEASURES based on the principle that the action is Repeatable, Predictable, and Scalable. Finally, it TRANSFORMS marketing from a revenue center to a cost center.
The author then points the way to becoming a "revenue marketing machine" by going on a revenue marketing journey. Today's B2B and B2C buyers now have 60-70% of information before a company even becomes aware of a prospect. The REVENUE MARKETING JOURNEY illustrates where your company may be on the path. 50% of companies fall into the realm of TRADITIONAL MARKETING centered around the 4 Marketing Ps learned in college: product, promotion, placement, and price. 25% of companies today are LEAD GENERATION MARKETING. This incorporates emails sent, open rate, number of forms submitted, percentage of forms completed, the number of leads sent to sales, and the cost per lead. At this phase, there is a cold war between sales and marketing with the marketing department producing leads and the sales department believing that the leads often are not worth the effort. 20% of companies today are DEMAND GENERATION MARKETING companies with full featured CRM tools, ongoing nurturing during the buyer's journey, targeting, funnel conversions, and sales-ready leads providing the leads to sales. The relationship between sales and marketing improves at demand generation marketing phase companies. Marketing qualified leads turns into opportunities and tracked by number of days to close. Marketing receives recognition for its contribution to the pipeline.
Only 5% of companies hit the REVENUE MARKETING stage. This incorporates all of the attributes of the demand generation marketing phase plus the addition of the machinery of revenue generation, predictability, and scalability. CMOs can generation reports demonstrating revenue contribution and marketing forecast report. The ability is reached to demonstrate that $1 spent on marketing creates $X of sales. This allows for marketing to be given a revenue quota.
The book dives more deeply into the analysis and implementation guidance with the REVENUE MARKETING SIX: strategy, people, process, technology, content, and results. Each of these areas and their respective subsets are given a qualitative assessment between 1 - 4. This methodical approach makes an organization look within their organizational soul. Instead of stars in the eyes of an executive, their should be the elimination of silos as the organization gears towards total revenue alignment. There are five stages in revenue marketing change management: distribution, resistance, acceptance, adoption, and advocacy.
That summary scratches the surface of the value that Rise of the Revenue Marketer provides. The graphics in the book paint an even clearer picture than the words in providing step-by-step guidance to revenue marketing success.
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