Technology marketers must adapt to the new reality that the traditional lead-generation focus, which emphasizes activity over outcome, won't cut it in today's results-oriented business environment. To become more relevant to the business outcomes that matter most, marketing executives must take the lead in developing a revenue management model that defines process, goals, and service-level commitments spanning the entire marketing-thru-sales process. When marketing, sales, and the CEO all agree on a revenue management model, it becomes a powerful vehicle for focusing the marketing team on what's really important and demonstrating marketing's contribution to repeatable and predictable revenue.
- The state of technology marketing alignment with business outcomes
- Taking a transformational approach to revenue-focused marketing
- Developing a lead-thru-revenue management model
- Measuring your progress and tracking success