When I say "Revenue Performance Management" to marketers, I usually get one of these three reactions: 1. "Tell me more!", 2. "I'm busy. My team is busy. I don't...
When I say "Revenue Performance Management" to marketers, I usually get one of these three reactions: 1. "Tell me more!", 2. "I'm busy. My team is busy. I don't have the time." 3. "Huh?" Group 1 - you "get" me. For the rest of you: Listen up. New research from Aberdeen says you should look fondly, and without fear or malice, upon RPM: RPM “isn’t a new TLA (three-letter acronym).” It’s a crystallization of existing practices that lead to better performance from marketing. (And...
When I say "Revenue Performance Management" to marketers, I usually get one of these three reactions: 1. "Tell me more!", 2. "I'm busy. My team is busy. I don't have the time." 3. "Huh?" Group 1 -...
“In preparing for battle I have always found that plans are useless, but planning is indispensable.” – Dwight D. Eisenhower Marketers have long been used to...
“In preparing for battle I have always found that plans are useless, but planning is indispensable.” – Dwight D. Eisenhower Marketers have long been used to drawing up plans. Plans make us feel prepared and safe. But as social media has gone from the beta test to a part of everyday life, sticking to a detailed marketing plan has become virtually impossible. It’s a bit like arranging your home while driving the moving van: you can try to put all the pieces in place, but you...
“In preparing for battle I have always found that plans are useless, but planning is indispensable.” – Dwight D. Eisenhower Marketers have long been used to drawing up plans. Plans make us feel...
The annual Markie awards have become synonymous with marketing automation and Revenue Performance Management best practices. But best practices shouldn't be...
The annual Markie awards have become synonymous with marketing automation and Revenue Performance Management best practices. But best practices shouldn't be restricted by geographical boundaries. As Eloqua's customer base grows, we're hearing more and more about the achievements of marketers across the pond. So, it was time to bring the Markie awards to Eloqua Experience Europe. The winners of the first European Markie awards are (drumroll please): Best Alignment of Sales &...
The annual Markie awards have become synonymous with marketing automation and Revenue Performance Management best practices. But best practices shouldn't be restricted by geographical boundaries. As...
Measurement is often a main reason that many clients cite for investing in marketing automation. Yet, when the rubber meets the road, too many organizations end...
Measurement is often a main reason that many clients cite for investing in marketing automation. Yet, when the rubber meets the road, too many organizations end up shying away from the metrics that matter. This year, in the age of Revenue Performance Management, we have several clients that are beginning to dedicate resources to make reporting and benchmarking a top priority for marketing and sales operations teams. These folks are in hot demand and are transforming...
Measurement is often a main reason that many clients cite for investing in marketing automation. Yet, when the rubber meets the road, too many organizations end up shying away from the metrics that...
We have been tracking lead conversion rates from campaigns for the past 3 years, and when we did an analysis to compare campaigns with automation, to those...
We have been tracking lead conversion rates from campaigns for the past 3 years, and when we did an analysis to compare campaigns with automation, to those without, we were not surprised to see that automated campaigns on average have a >200% higher conversion rate. However what we were surprised to see was that as conversion rates have decreased, automated campaigns dropped only 30% over the past 3 years, compared to 75% for "batch n' blast" campaigns. So not only do...
We have been tracking lead conversion rates from campaigns for the past 3 years, and when we did an analysis to compare campaigns with automation, to those without, we were not surprised to see that...
Do you miss the good old days back when a potential customer would patiently let you make your case, you could get a "feel" for them, and happily sell 'em an...
Do you miss the good old days back when a potential customer would patiently let you make your case, you could get a "feel" for them, and happily sell 'em an yellow Oldsmobile? For better or worse, those days are over. The scenario today is far more complex. By the time a potential buyer is talking to you, she has probably done plenty of research and might even be leaning towards a particular vendor. Whether you're "the one" or just column fodder depends on whether you're...
Do you miss the good old days back when a potential customer would patiently let you make your case, you could get a "feel" for them, and happily sell 'em an yellow Oldsmobile? For better or worse,...
Lead Scoring is becoming an industry standard for ensuring marketing and sales agree on what qualifies as a lead. Taking agreed upon profile and engagement...
Lead Scoring is becoming an industry standard for ensuring marketing and sales agree on what qualifies as a lead. Taking agreed upon profile and engagement criteria for qualified leads, you can input this information into lead scoring, which helps you understand a buyer’s decision-making status within the context of how engaged that buyer is with your marketing efforts. Typically, a lead’s profile is scored A through D while a leads engagement is scored 1 through 4. Put...
Lead Scoring is becoming an industry standard for ensuring marketing and sales agree on what qualifies as a lead. Taking agreed upon profile and engagement criteria for qualified leads, you can input...
Marketing might be in my blood. My father was a marketer before me, back in the 80’s and 90’s on the cusp of the personal computer and the birth of the...
Marketing might be in my blood. My father was a marketer before me, back in the 80’s and 90’s on the cusp of the personal computer and the birth of the Internet. Back then, brands spent their budgets on print ads, the biggest, baddest trade shows and fancy corporate retreats. No matter the tactic, my dad delivered, ending up a VP in a few short years. But fast-forward 10, 15 years and those same marketers we’re now trying to figure out SEO strategy, adopting marketing...
Marketing might be in my blood. My father was a marketer before me, back in the 80’s and 90’s on the cusp of the personal computer and the birth of the Internet. Back then, brands spent their budgets...
A marketer posed a perplexing question to me recently. “What does sales want more,” he asked, “qualified leads or early leads?” My answer: Both. It’s a fair...
A marketer posed a perplexing question to me recently. “What does sales want more,” he asked, “qualified leads or early leads?” My answer: Both. It’s a fair question. Research indicates that sales cycles are 22% longer over the past 5 years but 49% of companies are saying that their buying cycles are shorter. Clearly, buyers are far more educated and sales is excluded from much of the conversation. In fact CEB Sales Practice research says that on average prospects are 57% of...
A marketer posed a perplexing question to me recently. “What does sales want more,” he asked, “qualified leads or early leads?” My answer: Both. It’s a fair question. Research indicates that...
