Revenue Marketer? The Evolution of Marketing

Start Your Transformation: Become a Revenue Marketer^TM

The expectations of executives has changed.  The deliverables from marketing are being scrutinized. Today’s marketers are expected to make a measurable contribution to revenue and there is a trend in the marketplace to tie individual compensation directly to revenue generation.

Marketing automation (MA) provides marketers with the tools necessary to make a significant impact on revenue. With marketing automation, the ability to monitor the online behavior of prospects and respond to these behaviors in a meaningful way delivers more value to prospects as well as identifying high value sales leads. By leveraging this technology and building internal demand generation practices, marketers are finally able to make a real and measurable impact on an organization’s bottom line.

Marketing automation systems ultimately reduce waste for the marketing team and often create productivity efficiencies.  When marketers automate processes that were once tedious and time consuming, often done manually, the quantity and quality of leads improves, “lead waste” –is eliminated, and more programs can be completed.  Where leads were often lost to inadequate follow-up, marketing automation software can nurture them until they are worth delivering to sales.

The application of technology to improve process efficiency is widely accepted in manufacturing and has transformed the manufacturing industry through the years. Theses types of efficiencies are now being considered by sales and marketing and marketing automation is the enabler. The transformation from traditional marketer to Revenue Marketer can not be accomplished simply with technology. To successfully make a revenue impact on your organization requires changes in people, process and technology. 

Listen to the Profile of a Revenue Marketer podcast for an informative description of what it takes to become a Revenue Marketer and learn what you can contribute to your company.