Misalignment between departments within an organization is common, and Marketing is the most difficult to connect with the rest of the business. Revenue Operations (RevOps) was introduced as a way to create greater visibility and alignment across the customer lifecycle. However, many companies believe they are RevOps-focused when they are actually only concerned with improving sales processes. Complex tech stacks make it difficult to connect data across tools and functions, leaving no room for standardized metrics and models.
Revenue Marketing is a new approach that shifts Marketing to a model based on opportunities and revenue to create a common language for the business. It allows for common metrics across the organization, eliminates silos, and makes it possible to implement predictive forecasts. In order to be successful, a common data model across all stages of the customer journey needs to be unified using the opportunity object.
When selecting a Revenue Marketing solution, it should provide a unified view of the demand engine, interactive and in-depth data, and an easy setup with minimal effort. With the right solution, it's possible to establish cause and effect between investments and revenue outcomes, leverage marketing program dollars for more campaigns and ads, and convey value to executive peers.
... continue reading below
You Can't Have Revenue Operations Without Revenue Marketing
Don't worry ... it's FREE!
Do managers think artificial intelligence will lead to fewer employees and lower salaries? To find out, researchers conducted a survey of 3,000 adults in the United States in management positions.
GTM captures the essence of B2B marketing and sales. The first critical step—the most vital element of any GTM planning—is to get management buy-in, which hinges on the quality and clarity of your GTM plan. Here's how to develop and communicate a solid plan.
During revenue headwinds and economic uncertainty, CFOs often turn to reducing marketing headcount and budgets. Yet, CMOs must still generate more pipeline and revenue. But how? Enter outsourcing—specifically, marketing as a service.
A survey of 1,252 workers in the United States found that meaning is the factor most strongly correlated with people wanting to stay at their job—ahead of growth, belonging, daily experience, and compensation.
The insights in this article are truly valuable for marketing and creative managers who must find the talent they need. But if you are that talent... it pays (literally) to know what exactly those managers will be considering in the hiring process. Find out how to be more easily hired!
The way marketing and sales are done is changing—fast. Harnessing the unique skills of Marketing and Sales for a common purpose can help you get ahead of the curve. Here's how.