Build your own Revenue Marketing University

Imagine you’re the CMO. You have bought into Revenue MarketingTM hook, line and sinker and now you’re ready to get going. How do you educate a large and globally dispersed team?  What would an optimal curriculum look like and where would it come from? How would you structure training and ensure transfer of knowledge?  You need to consider building a Revenue Marketing University.

A Revenue Marketing University is the vehicle for delivering and certifying on all Revenue Marketing best practices both from an industry standard and from a company perspective. It provides education to all key stakeholders from executives to marketing to sales and it’s not one-time training. It’s an on-going curriculum that helps all key stakeholders grow in their knowledge and mastery of Revenue Marketing practices. It is the vehicle that takes the best practices from the market and merges them with your own internally developed best practices.

I know of four large companies who are building out global Revenue Marketing program and until colleges get a clue, I see this as a major trend.

Michelle Chianterra at Cisco tells the story of how they built a global Revenue Marketing movement based on education and training. Watch the video here.

One of my biggest platforms is who is educating the B2B marketer today and it certainly isn’t undergraduate or graduate programs. CRM, marketing automation and B2B marketing principals are lightly covered in most higher education programs and practically nothing about Revenue Marketing is taught.  I do a class once a year for the Mason School of Business in the MBA program at The College of William and Mary. I teach all about Revenue Marketing and it’s amazing how little these young MBA’s know about the topic.  It’s also amazing how they gobble up this new knowledge!

For your team, they are getting on the job training that consists of the last conference they attended, the last meeting they attended or the last article they read.

Examples of curriculum include virtual or live courses on the Big Idea – courses that present this new role for marketing and what it means. It includes best practices courses that could be anything from lead management to integrated campaigns. It includes senior level executive forums focusing on how to run a marketing group with ROI, and it includes training on systems. These are only a few examples of needed curriculum for any Revenue Marketing University.

Without a well-planned curriculum resulting in a well-trained global marketing and sales team all speaking one language, what do you think your chances will be for long term success? Only as good as the last article someone happens to come across.  By creating a culture of education and training, you invest in your most valuable resource, your people. This investment delivers high dividends over time and is the key to unlocking the full potential of your organization.

What needs to be in this curriculum? I would LOVE to hear your thoughts!

One of MY goals in education is to post 30 articles in 30 days – all topics for marketing leadership responsible for transforming marketing from a cost center to a revenue center (Revenue Marketing). This is post #5!

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About Debbie Qaqish
Debbie is a nationally recognized thought leader, innovator and speaker in Revenue Marketing with more than 30 years of experience applying strategy, technology and process to help B2B companies drive revenue growth. She is the author of the award winning book – “Rise of the Revenue Marketer,” Chancellor of Revenue Marketing University, and host of Revenue Marketer Radio (WRMR). Debbie has been at the forefront of the marketing automation phenomenon, first as a beneficiary, and now as an advocate and expert. She is a frequent speaker and writer on topics related to Revenue Marketing transformation, leadership, change management, sales and marketing alignment, ROI, content, organization, talent and marketing operations. She coined the term “Revenue Marketer” in 2011. As a principal partner and chief strategy officer of The Pedowitz Group, Debbie is responsible for developing and managing global client relationships, as well as leading the firm’s thought leadership initiatives. Debbie is also PhD candidate and her dissertation topic is how the CMO adopts financial accountability in an e-marketing environment.

Related Resources

  • Posted by Debbie Qaqish
  • On 06/22/2015
Tags: marketing automation, revenue marketing, RM6, revenue marketing university, global revenue marketing movement

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