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  • Services
    • Marketing Operations
      • Revenue Marketing Transformation
      • Lead Management Services
        • Lead Management Capability
        • Education and Design
        • Funnel Management
        • Funnel Report and Analysis Framework
      • Data Operations
      • Measurement and Analytics
      • Marketing Budget
    • MarTech
      • Marketo Consulting Services
        • Enablement
        • Health Check
        • Reporting Kick Start
        • Lead Scoring
      • Marketo Education
      • Oracle Marketing Cloud Consulting Services
        • Enablement
        • Training and Education
        • Health Check
      • Salesforce Consulting Services
        • Marketing Cloud Enablement
        • Pardot Enablement
        • Salesforce Health Check
      • Revenue Marketing Architecture
      • Custom Integrations
    • Demand Generation
      • Multi-channel Campaign Operations
        • Best Practices Training
        • Campaign Development Process
        • Program and Campaign Planning
        • Inbound Marketing
        • Omni-Channel Engagement
      • Account Based Marketing
      • Social Selling
      • Content Marketing Services
        • Persona Development
        • Buying Journey Development
        • Content Operations and Strategy
  • Videos
    • CMO Insights
  • Podcasts
  • Blog
  • Resources
  • Industries
    • Industrial Manufacturing
    • Financial Services
    • Healthcare
    • Technology
    • Media and Publishing
    • Higher Education
    • Hospitality and Retail
    • Business Services
    • Staffing
    • Sports and Entertainment
  • About Us
    • Meet Our Team
    • Our Partners
    • In The News
    • Careers

We’ve built our business around helping our clients transition their marketing organizations through the different stages of the journey to Revenue Marketing™. There are four distinct stages of Revenue Marketing Transformation™ — Traditional, Lead Generation, Demand Generation, and Revenue Marketing. The journey helps you identify where you are today, and also provides insight into where your organization can be.

As you read through each stage below, consider how moving through this journey can help you provide Sales with better qualified leads, your head of sales with help managing the top of the funnel, and your C-suite with new ways to create revenue.

Stage 1: Traditional Marketing

Traditional marketing is characterized by the 4 Ps – Product, Promotion, Placement and Price. Millions of marketing organizations operate in the Traditional Marketing Stage. Marketing is a pure cost center at this stage, and focuses on branding, product marketing, marketing communications and public relations. Metrics include budget to actual spend and impressions.

Stage 2: Lead Generation

Lead Generation marketers are responsible for providing leads to sales, though there isn’t an agreement between them as to what constitutes a qualified lead. They typically invest in organic and paid search, advertising, list purchases, and a siloed email system. Metrics include emails sent, open rate, click through rate, form submits and cost per lead.

Stage 3: Demand Generation

Demand Generation is the first stage that begins providing tangible revenue contribution from marketing. This stage relies on alignment of the sales and marketing teams to pull high quality leads into the top of the funnel, and pull opportunities through the funnel faster. Fewer than 10,000 organizations have reached this phase.

Organizations in Demand Generation have invested in a marketing automation (MA) system and have integrated it with CRM. Key metrics include: Number of marketing qualified leads (MQLs) sent to sales, percent conversion to opportunity, percent conversion to close, percent contribution to pipeline and number of days to close.

Stage 4: Revenue Marketing

Revenue Marketing increases sales-ready leads at the top of the funnel, then accelerates opportunities through the sales pipeline. In this stage, revenue generated and attributed to marketing is now repeatable, predictable, and scalable, allowing marketing to both report on and forecast revenue. The VP of Revenue Marketing is able to create a forecast that aligns tightly with sales to ensure the revenue goal is reached. Only about 500 marketing organizations are in the Revenue Marketing stage.

Start Assessment

You’ve already come a long way. Take the next step forward!

Transforming your marketing organization from a cost center to a revenue producing arm of your business requires varying degrees of dedication, technology, and skills. Where do you start?

The Pedowitz Group developed a dynamic set of six controls that will power your transformation: Strategy, People, Process, Technology, Customer, and Results. The RM6 Workshop will help you develop competencies in 30 different capabilities, encompassing over 200 components that will drive your transformation to becoming a Revenue Marketing™ team.

Take the RM6 Assessment or contact The Pedowitz Group to learn how you can begin the transformation to become a Revenue Marketer™ and build a repeatable, predictable and scalable Revenue Marketing strategy!

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810 Mayfield Rd
Milton, GA 30009
855-REV-MKTG

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