The Pedowitz Group Focuses on your Revenue Results

KPI: Demand Generation Success Equals Contribution to Revenue

The ultimate goal of the Revenue Marketer, as required by C-level executives today, is to have a measurable impact on revenue. The big question is, "How do I get there?" 

Once considered the sole domain of sales, revenue contribution calls for a new way of thinking by marketing teams. What we've learned is that delivering revenue results effectively requires many changes and innovations across three tiers - people, process and technology. In conjunction with the technology, a new marketing skill set and close collaboration with sales are essential factors for success.

Marketing automation is a key tool not only for the ability to measure, but to automatically repeat, revenue success. With marketing automation, marketers can clearly define their contribution to revenue by metrics that include pipeline, opportunities and closed business. Marketing automation allows you to nurture new leads or reinvigorate old database lists.  Marketing automation enables you to monitor and score online behavior, so marketing is turning over highly qualified leads to sales and enabling sales to make intelligent follow up calls. All of these activities continuously fill the pipeline, moving leads through to close so marketing can deliver revenue results.  

The Revenue Marketer is a new way of viewing the impact marketing can make on an organization and it requires a new attitude, an integrated effort between sales and marketing, and revolutionary new technology.

Listen to our interview with LexisNexis to learn how the LexisNexis team uses marketing automation as a key tool that helps contribute 50% of the sales pipeline.