New Report Predicts Revenue Performance Management To Emerge As Key Trend In 2011
- Written by Demand Gen Report Team
- Published in Feature Articles
Strategies Profiled in DemandGen Special Report “State of Marketing Automation”
With marketing and sales continuing to adopt a shared responsibility for the revenue funnel, industry analysts predict Revenue Performance Management will emerge as a key trend in 2011.
That trend and others are addressed in the new State of Marketing Automation from DemandGen Report, which provides in-depth profiles on the solution providers and key trends shaping sales and marketing for the coming year.
The report highlights 12 leading solution providers, including product highlights, new additions, customer wins and growth projections for 2011.
Of all the trends examined in the report, Revenue Performance Management (RPM) emerges as the biggest trends shaping the space for 2011 as marketers look to analyze, quantify and predict marketing results earlier in the funnel.
“I expect the [revenue performance management] trend to grow, especially since many companies have downsized their marketing departments,” said Mike Gospe, Principal, KickStart Alliance. “Automating the lead gen process is critical to make up the gap of staff and expertise.”
The State of Marketing Automation features industry thought leaders including The Annuitas Group CEO Carlos Hidalgo, The Pedowitz Group President and CEO Jeff Pedowitz, and Marketing Interactions CEO Ardath Albee.
“As organizations shift their marketing focus to demand generation, customer acquisition and retention, marketing is becoming increasingly relevant and a strategic part of the business in terms of revenue creation,” Hidalgo said. By generating more quality leads to sales, and developing nurture programs and customer-focused campaigns, Hidalgo claims there has been an evident shift to unite sales and marketing.
According to Pedowitz, this shift, along with prospects investigating business online before sales interaction, can be relieved by new software and technological developments provided by marketing automation.
“This new class of software, which includes marketing automation, lead management and automated sales enablement tools, arms salespeople with the insight and power they need to take part in a prospect’s evaluation process earlier by observing digital body language and taking automatic or real-time action based on this behavior,” he said.
Download “The State of Marketing Automation” Report for more hot tips and developments in the BtoB market.