Revenue Marketing University - The Pedowitz Grouprevmarketer.pedowitzgroup.com/rs/pedowitzgroup2... · automation + ROI metrics Better metrics CMO CSO ... Marketing automation is

2/7/2013 The Pedowitz Group ©2012 1

Revenue Marketing University Education for Marketing Executives

Winter 2013

Changing the Status Quo Class 1: Selling the Vision

The Pedowitz Group


Welcome!

[email protected] 770-331-4443

Twitter: @revenuemarketer LI: dqaqish

Debbie Qaqish Partner & CRMO The Pedowitz Group Goal: To provide education based on real-life best practices and peer networking that will help marketing executives transform their organizations from cost centers to revenue centers.

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Winter 2013 Schedule Changing the Status Quo

Selling the Vision for Change - February 7th - 2:00pm ET

Managing Change - February 21st - 2:00pm ET

The CMO Dashboard - March 7th - 2:00pm ET

Building the Revenue Continuum: Marketing & Sales Alignment - March 21st - 2:00pm ET

Revenue Marketing Organization: Structure & Team - April 4th - 2:00pm ET


Faculty is Growing

Jim Lenskold Lenskold

Group

Amy Hawthorne Rackspace Alan Scheik

VP, Cisco Capital Nancy Harris

GM, Sage

Liz McClellan VP Marketing PGi

Patty Foley-Reid, Director Iron Mountain

Jim Kanir SVP

Billtrust

Doug Fogwell SVP, Marketing & Sales Services Allied Barton

Ken Robinson VP, Revenue Marketing NAVEX Global

Denise Marlborough, VP Nexus


Selling the Vision

RMU Faculty: Sally Lowery Serial Executive Revenue Marketer

RMU Faculty: Laura Hoffman VP of Global Marketing Red Lion Controls


Selling The Vision

Three Things Do you have the Fever?

Have you profiled your target audience?

Is your Nurture Campaign ready & are your Program measurements in place?


Do you have the fever?

http://www.youtube.com/watch?v=fyV2cPLuFuA

The only prescription is more Revenue Marketing.

Practice saying it like this…




Executive Profile

Who are they?

What are their pain points?

What kind of messaging & content gets their attention?

What channels do they use?

How many touches until they convert?


PERSONA: CEO Chuck

President/CEO

VALUE PROPOSITION

• Male • 40+ years old • Intelligent • Discerning • Long time in industry • Leader • Charming and

charismatic • Industry networker • Has a large peer network

DEMOGRAPHICS

• Growth • Capital • Attracting/keeping talent • Profitability • Competition • Economic factors • Staying current

PAIN POINTS

• Loss of partnerships • Loss of a big account • Lose $ • Shareholders/board • Competition growth • Employee retention • Increased business costs • Loss of market share

TRIGGERS

Top 3 Messages

• Peers • Networking (where?) • Executives • Manufacturers • Mainstream media • Content by other executives • Research (e.g. Forrester) • Email

CHANNELS

• Top line revenue growth & EBITA Adapt to rapidly developing technology

• Reduce business costs by optimizing processes and use of technology

• Maximize growth by developing a holistic business strategy

Responsible for the Profitable growth of the Company. my business


What Matters to Execs?

Lenskold Group /

Increased outcomes

Strategic support helps

Need holistic capabilities

Predictable & repeatable sales conversion

Effectiveness & Efficiency

Increase in deal size

Better leads

Higher sales acceptance

Outgrowing competitors

Revenue increase from automation + ROI metrics

Better metrics

CMO CSO

CEO/CFO/CIO


Nurture Campaign

How many touches?

Key messaging?

Channels?

Influencers?

Measurements?


Sally Lowery Serial Executive

Revenue Marketer


“I OWN REVENUE”

Not easy, but necessary

Marketers need to be agile and revenue focused

Marketers need to be a revenue center, not a cost center

Everyone needs to speak the same language


Same Goals, Better Collaboration

Marketing stops talking leads, and begins to speak revenue language

Alignment forced because sales and marketing have the same goals, not varying shades

Pop Quiz: Do you know your organizations sales goal for this year and are your marketing goals aligned with them?


Selling the Vision

Marketing automation is not the vision

Using the right resources and tools to make marketing successful in driving revenue is

Understand where you’ve been and where you want to go


Selling to the C-Level

Operational is critical

Resource, strategy, and game plan are essential


Selling to Senior Sales Team

Disrupt the traditional sales and marketing relationship

Speak the same language

Be Accountable, be reactive

Get rid of marketing dialogue


Being Open to Change

Sometimes the most challenging sell is actually marketing

Open collaboration

Come prepared

Know that it isn’t an easy journey and will take time


Laura Hoffman VP of Global Marketing

Red Lion Controls


Laura’s Lesson 1:

You control the most critical elements.

Your Motivation WHY are you embarking on Revenue Marketing change?

FOMO is not enough. (Fear Of Missing Out)

Your Mindset HOW will you focus your approach?

“How can we…? “

vs.

“Why we can’t…”


Laura’s Lesson 2:

Your C-boss and sales executive will determine your difficulty level.

2007 2008 2009 2010 2012 2011 2013


Laura’s Lesson 3:

Know where you are. Start from there.

2011 Marketo Revenue Rockstar Tour, Seattle


“My advice to CMOs of the future is to define the role of

marketing within the organization. Ask yourself what is the

work you want to do and what you need to do it.

Beyond that CMOs of the future should develop and share and

get feedback on their philosophy and how they do marketing.”

- Jim Stengel, former CMO of Procter & Gamble

2/4/13 DigiDay blog post, “What the CMO of the future looks like”

Laura’s Lesson 4:

You need to proactively define marketing for your organization.

How do you view Marketing?

Art

Science


Q & A

debbie@pedowitz group.com 770-331-4443 Twitter: @revenuemarketer

LinkIn with me!

Sally Lowery Serial Executive Revenue Marketer

Laura Hoffman VP of Global Marketing Red Lion Controls







Winter 2013 Schedule Changing the Status Quo

Selling the Vision for Change - February 7th - 2:00pm ET

Managing Change - February 21st - 2:00pm ET

The CMO Dashboard - March 7th - 2:00pm ET

Building the Revenue Continuum: Marketing & Sales Alignment - March 21st - 2:00pm ET

Revenue Marketing Organization: Structure & Team - April 4th - 2:00pm ET

Documents

Revenue Marketing University - The Pedowitz Grouprevmarketer.pedowitzgroup.com/rs/pedowitzgroup2... · automation + ROI metrics Better metrics CMO CSO ... Marketing automation is