Isn't it all about Engagement and Conversion?

Revenue Marketers think about engagement and conversions during the entire life-cycle of a sales lead.

This is a big shift in mindset for most marketers, as they have traditionally been responsible for a limited set of activities, such as getting prospects to fill out forms or monitoring the number of white paper downloads and ad clicks. Until the advent of Marketing Automation, there were only a few activities that provide quantifiable value of marketing's contribution to sales pipeline and revenue.

The new marketer – the Revenue Marketer – thinks less in terms of activities and more in terms of engagement and conversion. A Revenue Marketer asks "How many inquiries converted to qualified sales leads? What percentage of sales leads are being accepted by sales? What percentage of those sales leads are being converted to opportunities? What percentage of those opportunities are then being converted into closed business?"

In the past, marketing was not responsible for leads once they were passed over to sales and frequently had no idea where a lead ended up. In the new world, one where marketing automation enables more complete reporting, the Revenue Marketer is actively involved in sales lead engagement and conversion.  They can work hand in hand with sales to help pull leads through the entire sales cycle, from the top of the marketing funnel to customer and revenue acquisition.

To get a sense of the impact you can make on revenue, try our Conversion Calculator to see the power of conversions along the life of a lead.