Professor John Henrik Clark once said, “A good teacher, like a good entertainer first must hold his audience’s attention, then he can teach his lesson.” As marketers and business people, we’re teaching lessons every day - using our web content to educate and inform our visitors until they see the value of our products and services. But before we enter these “teaching moments” with our prospects, we have to somehow attract their attention.
Everyone knows about the marketing/sales divide. There's a lot of talk about it. A lot of solutions that claim to solve it. A lot of "thought leaders" who say they know the secrets to fixing it.
This eBook will help you communicate the ROI of content marketing so that you can get buy-in from your executive team. Subscribe to the blog to access your free copy!
What is Revenue Marketing? For many years, business leaders have thought of their marketing departments as cost centers. Marketing people buy ad space, generate creative, engage on social media, etc. - all activities that generate awareness and are usually never tracked to sales. Sure, they generate leads that become sales, but most companies don’t track marketing dollars out/sales dollars in - at least not well. Revenue Marketing, a term coined by the Pedowitz Group in their book, The Revenue Driven Marketer, is the idea that marketers should be held accountable for more than awareness and leads. It's a way to turn your marketing cost center into a profit center. They define revenue marketing as: “The combined set of strategies, processes, people, technologies, content and results that: Drop sales ready leads into the top of the funnel Accelerate sales opportunities through the sales pipeline Measure marketing based on repeatable, predictable and scalable contribution to pipeline and revenue Improve the ROI of the sales and marketing continuum” With the availability of marketing automation tools like HubSpot’s attribution reporting, it’s now easier than ever for marketers to prove their value by demonstrating how their efforts contribute to revenue. It’s now possible for marketers to measure what touchpoints move leads down the funnel so they can optimize their efforts and accelerate sales.
Marketers are busy creating collateral for their sales teams every day. How many times have you heard “I can only close this big deal if you give me a 125 page market report”? Okay, I might be exaggerating a little bit, but most marketers have experienced “hamster wheel syndrome” - you’re so busy creating new collateral your sales team says will close deals that your brand awareness and lead generation strategies falter. It can be tough to argue with your sales team since revenue is much easier to measure than brand awareness, but these days, it’s just as important. If your business isn’t found online when prospects go looking for answers to their problems, chances are you won’t ever get the sale.
“I don’t like being measured and I don’t like being told what to do. I’m in sales!” Sound familiar? No? How about, “Who cares if this tactic leads to actual sales, it got great buzz!”? If neither of these perspectives sounds familiar to you, your marketing and sales teams are probably perfectly aligned with little to no issues nurturing leads and closing deals. More likely, your company is like most - you struggle getting marketing and sales to work together toward one common goal - revenue. You don’t need any additional obstacles on your road to achieving your goals, so we’ve put together a series of resources you can use to create better marketing and sales alignment: How to Align Your Marketing & Sales Teams [Quick Tip] How to Use Content Marketing to Close More Deals Marketing vs Sales: Two Worlds, One Mission [Funny Video] Inside the Successful Entrepreneur’s Little black Book: HubSpot CRM Should Marketing Teams Be Accountable for Revenue? We also created a free checklist you can print off and fill out to assess the current state of your sales and marketing alignment. What we haven’t talked too much about yet are the tools you need to make alignment possible. Here are three tools we’ve found indispensable. Please leave us a comment and let us know what tools you’ve found particularly useful.