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Revenue Strategies

 

This section highlights news, announcements and advancements in the area of Revenue Performance Management. The B2B market is increasingly subscribing to the “work backwards” approach to predict revenue and better manage the pipeline.

Future Proof Your Marketing Automation: 7 Considerations to Select a System That Won’t Turn Obsolete

David_03_06By David M. Raab, Principal, Raab Associates

It’s almost a cliché that today’s buyers can gather product information for themselves. No one has taken this to heart more than marketing automation vendors, which publish mountains of information on their own web sites and subsidize distribution of still more by third parties. But even the most complete information and insightful analysis can’t accurately predict the future. Since the future is when you’ll use any marketing automation system you buy today, that’s a problem.

  • Written by Demand Gen Report Team
  • Category: Revenue Strategies
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Starting From Scratch:
 Marketing Automation Best Practice for New Adopters


For BtoB marketers that are realizing the potential benefits of implementing a marketing automation system, rolling out and utilizing the technology can be an intimidating venture. Due to the complexity of automating marketing programs, there are various components to consider.

According to MarketingSherpa’s 2011 B2B Marketing Benchmark Report, 54% of CMOs have either begun or completed their implementation of marketing automation software, and another 17% intend to begin implementation. The report also found that 79% of CMOs have established some kind of automation process.

“Many companies rush to make an automation purchase before taking the time to define their internal requirements, such as what will they need from the automation solution,” said Carlos Hidalgo, President,  The Annuitas Group. “It is best to approach the purchase of automation in a cross-functional manner that includes groups beyond marketing including sales, operations, customer service and finance as these decisions will have an impact on each of these functional areas.”

Key Ingredients Of Successful Lead Management Strategy Outlined By Annuitas Group CEO

Lead management has been a hot discussion in marketing circles during the early part of 2011. However, while the attention to the handling and care of leads is a welcome priority, there is still a lot of confusion as to a real definition and guidelines for lead management.

DemandGen Report had the opportunity to catch up with Carlos Hidalgo, CEO of The Annuitas Group, to talk more about how the company is applying its own Lead Management FrameworkSM successfully with clients across a number of different verticals. The Grand Rapids, MI-based consultancy recently expanded its staff by more than 50% and increased its client roster by 50%.

Hexaware Lands Closed Loop Sales & Marketing Alignment Via CRM & MAP Integration

New leads are often the most coveted prize, but repeat business and cross-selling to existing clients are often an overlooked source of revenue. Hexaware, a rapidly expanding IT and Process outsourcing services company, was generating most of its repeat business from strong service and delivery referrals, but struggled to manage those referrals without a centralized database or CRM system.

Quickly progressing from “non-existent” marketing to implementing automation software from Eloqua in 2007, Hexaware centralized its database to efficiently integrate with a CRM system. The company went from having little to no market intelligence to having the ability to record and track all online (web and email) and offline (events) touch points.

  • Written by Demand Gen Report Team
  • Category: Revenue Strategies
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BtoB: So Much More Than Revenue and Lead Generation

bio-aboutus-larthur-90x125-enBy Lisa Arthur, CMO, Aprimo

I’m not a fan of “all or nothing” declarations.

For years, BtoB marketers were told that successful marketing automation was simply a matter of lead generation. We heard that if we could just focus our attention on uncovering and scoring leads, then presto! Our problems would be solved. Now, the volume is amping up on a new cure-all: revenue. Simply turn the spotlight on revenue, and you’ll score big. It’s that simple — or, so they say.

  • Written by Demand Gen Report Team
  • Category: Revenue Strategies
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Bridging the Sales and Marketing Divide: Action Items for Success

lisa cramer leadlife headshot 60wBy Lisa Cramer, Co-Founder & President, LeadLife Solutions

It's the age-old battle within any organization – Sales versus Marketing. Why is that? It seems both groups should be working hand-in-hand to create a seamless process for driving leads and revenue. The reality however is that most often, Marketing is motivated not by Sales, but by the number of leads (or suspects) it generates.

  • Written by Demand Gen Report Team
  • Category: Revenue Strategies
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Next Gen Engagement Tactics, Customer Intelligence Identified As Key Drivers For Accelerating Revenue

Sales_2.0_Apps-editAs BtoB buyers demand a more engaging experience, sales and marketing executives  are being challenged to leverage new tactics to deliver a competitive advantage at every touch point. According to Gartner Research, companies lose 10% of sales due to lack of insight into their target market.

A recent webinar titled “Sales 2.0 Tactics for 2011: Accelerate Revenue & Improve ROI,” brought the need to master customer information to the forefront, and advised marketers to make the customer a bigger part of the value chain.

“There are still a lot of companies stuck in 1.0 mode, they’re still cold calling, using the traditional sales funnel (not a lifecycle funnel) and dialing phone numbers sequentially,” said Gerhard Gschwandtner, Founder & CEO of Selling Power magazine.

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