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The Modern Marketing Blog covers the latest in marketing strategy, technology, and innovation.

  • August 17, 2011

Dreamforce: Ending the “Accidental Revenue” Myth

There’s a mythology that surrounds the entrepreneur. Too often, we buy into the story that some genius rolls out of bed, has an epiphany and – Wham! – Google, or Apple or even Salesforce.com is born.

While the history of business is no doubt full of “eureka” moments, the reality is that successful, disruptive organizations are built not just on one great idea, but rather on the continuous improvement of small ideas that result in one big important result: continual, sustainable revenue growth.

While I was at the beach this year, I read Peter Sims' Little Bets. It's a book about taking little steps (or bets) to make products and services better and it got me thinking about how successful revenue growth is no happy accident. The businesses that are growing fastest today have achieved their results by aligning the traditionally separate sales and marketing functions, understanding buyer behavior, delivering the right message at the right time and measuring the impact of programs at each stage of the revenue cycle. And they have done this by trying new tactics, measuring the results, improving and doing it over and over again.  Lather, rinse, repeat.

We call this continuous improvement approach Revenue Performance Management. And we’re excited to have top executives from two of the leading global brands join us at Dreamforce ’11 to explain how they’ve cracked the code to fast growing revenue.

Both Jascha Kaykas-Wolff, Senior Vice President of Marketing at Involver, and Christine Heckart, Chief Marketing Officer at NetApp, will join me on Wednesday, August 31 to discuss how their hugely successful companies have turned Marketing into a revenue-producing machine. We’re also thrilled to have Salesforce.com’s Chief Marketing Officer Kraig Swensrud making the introductions in the session.

It’s rare to see this level of marketing brain power in the same room. So if you want to move beyond the myth making and hear how industry leaders are driving revenue growth, register for the “Driving Revenue Growth Through Sales and Marketing Performance” session at Dreamforce. Sign up quick before it sells out!

Can’t wait to see you there.

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