A few ways in which organizations can take the first steps into becoming revenue marketers.
Top down approach
The first step in becoming a revenue marketer is getting buy in from top level management. If they don’t see the value in aligning sales and marketing with process and technology then it’s going to be a difficult road. Think about how tough it is to manage a sales person within your organization. Now add to it service level agreements and strict process. It won’t make things easier if upper level management isn’t enforcing it. In fact it will probably make your life miserable.
Without the use of automation software or an organization wide CRM it is going to be impossible to align sales and marketing in today’s dynamic workplace. These tools not only automate processes they help deliver quality leads to sales. With these powerful tools you can weed out leads that don’t fit your demographics or aren’t ready to buy. This helps your marketing team build credibility within your sales organization and build a more efficient sales cycle. It gives you the ability to enforce the “no lead left behind” policy.
With these new and powerful tools you are going to need someone to drive them. Marketing automation is such a new and fast growing trend that it’s outpacing the increase in automation skills. It’s becoming difficult and even expensive to find talented marketers who have experience with automation software. Trying to implement these tools on your own are possible, but it takes time and patience to learn them. Without expert guidance it can be difficult to get your automation program at peak performance. Consultants can not only ramp up your program faster, but it can put your automation software to full use.