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Revenue Engine
Revenue Performance Management might be the last major bastion for corporate investment. In a world of changing buyer behavior and access to new levels of buyer understanding, companies who are serious about revenue growth now have the tools to respond appropriately. In this thoughtful, complete discussion, Steven Woods author of the acclaimed book Digital Body Language and Alex Shootman deliver a comprehensive analysis of how and when to engage buyers using revenue tools ranging from social media to field sales, how the revenue engine can be measured, and how to optimize for maximum revenue growth.
- GenresBusiness
280 pages, Hardcover
First published May 15, 2011
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Displaying 1 of 1 review
August 17, 2012
There was some great information in this book.
Marketers should create engaging content for passive (outbound), active (inbound, SEM) discovery and to help build relationships with key influencers (advocates). We should also have focused content ready for the four stages of engagement: Inactive, aware, engaged, and interested.
Love the idea of sending marketing message to the sales team to get an idea of open rate before sending it to prospects. ☺
Chapters 8 & 9 were the best for me. There were some really great examples of reports that could be useful in driving business decisions. I like comparing both the efficiency (cost per lead) and effectiveness (database growth & conversion rates).
I like the funnel calculation; it is an estimate, but an educated one. I’m glad the book talked about attribution models, which are critical to ensure we are not double counting when reporting on campaign driven revenue.
I thought the idea of optimizing the lead hand off was very clever. Analyze the number MQL that become SQO to determine the average MQLs a salesperson can consume in a time period. If to many or too many leads are being passed from marketing to sales, you can then add/reduce leads or expand you sales team accordingly. Examining the % of MQLs that are closed can help determine if the lead scoring model needs adjustment. Look for “stuck” opportunities and check the time lag effects of deals.
Marketers should create engaging content for passive (outbound), active (inbound, SEM) discovery and to help build relationships with key influencers (advocates). We should also have focused content ready for the four stages of engagement: Inactive, aware, engaged, and interested.
Love the idea of sending marketing message to the sales team to get an idea of open rate before sending it to prospects. ☺
Chapters 8 & 9 were the best for me. There were some really great examples of reports that could be useful in driving business decisions. I like comparing both the efficiency (cost per lead) and effectiveness (database growth & conversion rates).
I like the funnel calculation; it is an estimate, but an educated one. I’m glad the book talked about attribution models, which are critical to ensure we are not double counting when reporting on campaign driven revenue.
I thought the idea of optimizing the lead hand off was very clever. Analyze the number MQL that become SQO to determine the average MQLs a salesperson can consume in a time period. If to many or too many leads are being passed from marketing to sales, you can then add/reduce leads or expand you sales team accordingly. Examining the % of MQLs that are closed can help determine if the lead scoring model needs adjustment. Look for “stuck” opportunities and check the time lag effects of deals.
Displaying 1 of 1 review