Kindle Notes & Highlights
We began using the term Revenue Marketing and Revenue Marketer in 2010 when this space was still called many different things, from “lead management” to “marketing automation” and even “demand generation.”
revenue marketers are responsible for driving repeatable, predictable, and scalable (RPS) revenue performance. Repeatable means that there is a formula. Predictable indicates that the VP of marketing can forecast revenue from marketing, and scalable means that you can apply revenue marketing to any magnitude and achieve a predictable return.
The position is often hired from outside the company rather than promoted through the ranks.
alignment with sales continues to be the strongest, most persistent, and most stressed condition for success.
revenue marketers don’t talk to sales about pretty fonts or newsletters; they talk to sales about opportunity pipeline, quota, and revenue.
Marketing needs to have revenue marketing accountability, meaning that, just like sales, they are tied to and incented on a number.
