Show Marketing’s Revenue Contribution
The evolution to a buyer-centric buying process represents a paradigm shift that requires Sales and Marketing to redefine established roles. In this environment, Sales is increasingly focused on the final, downstream decision-making process, while Marketing is playing an expanded role managing upstream buyer education and lead qualification. This collaboration presents Marketers with an opportunity to play a central and impactful role in the revenue generation process.
Left Brain will facilitate a collaborative process that drives alignment between key metrics and ensures that Marketing’s contribution is quantified. In addition to dashboards, the deliverables of this process include a shared definition of what constitutes a qualified lead, the criteria that make up the ‘ideal’ buyer, and identification of Marketing versus Sales-generated contributions. It also results in service-level agreements that reflect the mutual understanding of the roles Marketing and Sales teams play and how each department engages with the buyer separately and together.
We show marketing’s revenue impact through:
Revenue Recognition
Marketing is under increasing pressure to demonstrate its contribution to revenue. Without a program to measure marketing’s impact on revenue, it’s hard to illustrate (“recognize”) your success. By building Demand Generation models using reverse funnel math and presenting a net present value analysis, we can help you with revenue recognition.
Revenue Performance Management {RPM}
Revenue performance management (RPM) comes down to understanding the link between your content inputs and revenue outputs. It provides a framework for optimizing that content continuously so it is always relevant and always valuable to the buyer, and is more and more aligned with that buyer’s journey over time. This is the key to building repeatable and sustainable demand generation.
