In continuing my post from last week, I wanted to share a recap of a couple of the other presentations from the @Marketo Revenue Rockstar tour in Chicago.  The first is from TPG’s own Debbie Qaqish (a.k.a. Lady Qaqish or @revenuemarketer).  I’ve seen Debbie speak many times on these topics but she’s always so engaging I never get tired of hearing her.

Debbie shared some insights on what it takes to become a revenue marketer.  She outlined a journey from traditional to lead generation to demand generation to revenue marketing.  There is a significant jump from lead generation to demand generation that takes the focus from leads and metrics like email opens to pulling leads through the sales process and metrics such as conversion rates and days to close.  You really have to have a marketing automation system with CRM in place to make this leap.  Then the jump from demand generation to revenue marketer is really characterized by making your process predictable, repeatable and sustainable.

According to a 2010 CSO Insights survey, sales are still having to generate most of their own leads and yet sales effectiveness is the #1 initiative for the VP of sales for several years running.  Which means most companies out there aren’t even at that demand generation stage.  Sales is crying out for marketing help and marketing needs to listen and respond.

The next presentation was from Ron Ens from the Lenskold Group.  As I’ve said in previous posts, I love numbers, so this was just a fascinating presentation for me.  The Lenskold Group helps their clients really dig into the metrics and measurement of marketing efforts.  He describes the maturity of measuring as a journey from tactical management, to lead quality, to strategic, to revenue and ROI.  You may think you are measuring revenue today, but trust me you can get much more sophisticated!

One of my favorite graphs Ron showed was a case study of a company who was looking at lead source (by last touch) and thought that their most effective tactic.  Yet when they actually looked at lead source through a shared attribution model, they saw that really direct marketing made a huge impact.  This is really a good example of that lead quality level of measurement – much more than just tactic by tactic.

At the strategic level, Ron’s team helps clients start forecasting revenue and gain insights on the right marketing mix and targeting/segmentation through either marketing mix modeling (using 2 years of previous data) or marketing testing (forward-looking).  And finally, at the revenue and ROI level, you really start to tie financial scenario planning into marketing – understanding both revenue and profitability (as Marketo is doing in their marketing efforts as noted in the case study in my last post).

Measurement, like the rest of your marketing efforts, should be a journey.  As Jon Miller notes, start small, think big and adapt quickly.

Hope this recap was helpful and inspiring.  Try to attend one of these great events or if you can’t there is also a live stream of the New York event on June 7th.

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