A Revenue Marketing Strategy is a unique marketing plan in that it is focused on Revenue Marketing, not general marketing. It encompasses all the elements from RM6™ plus:

• The growth plans of your company provide the foundation for your Revenue Marketing Strategy - how much growth, from where will that growth come, and what is the role of marketing in that growth?
• A solid communication plan, for and among all key stakeholders.
• A strong change management plan, especially important in an enterprise size company. Define the changes, how they impact other groups, and what new roles those groups will need to play.

Revenue Marketing People — Beyond good marketing skills, you need specific Revenue Marketing skills to be successful. You also need great stakeholder alignment and you need to empower sales with new tools and processes. More specifically:

• You need a Revenue Marketing visionary running the team which needs to include the key skills of business analysis, metrics and testing, content and creative for Revenue Marketing campaigns, nurturing through the buy cycle with content, tele-qualifying and strong technical acumen across multiple marketing technologies.
• Align key stakeholders, especially between sales and marketing, as well as executives.
• Empower sales with new tools and processes.

Revenue Marketing Process is often the element that requires the most attention, as it involves multiple elements across multiple stakeholder groups and multiple technologies.

• Map your prospect and customer buy cycles.
• Define the Life of a Lead.
• Outline nurture campaigns to construct ongoing dialogues.
• Describe the lead funnel process.
• Create key contact and data management processes.
• Delineate testing and QA processes.
• Measure effectiveness/maturity regularly.

Revenue Marketing Technology refers to all the technology you need to accomplish a Revenue Marketing Transformation™. You need to begin with goals and then map out your required architecture. Key technology elements are:

• Marketing automation (MA)
• CRM
• Web analytics
• Business intelligence tools
• Data and analytics tools
• Content technologies (CMS, etc.)
• Optimize MA / CRM integration

Content is the fuel for the Revenue Marketing journey and is often the most over-looked element on this journey. You need to begin with a full content inventory based on your Revenue Marketing goals and then:

• Map the prospect buy cycle and personas specific to revenue marketing.
• Map content by type and create specific messaging to improve targeting and segmentation.
• Include pain points, key messages and channels.
• Establish a content operations structure that supports Revenue Marketing.
• Map the life of a piece of content.
• Align and execute new campaign strategies based on the content blueprint.

Revenue Marketing Results is the final element and represents the outcome of the holistic RM6™ strategy. Ultimately, it is the ability to drive revenue in a repeatable, predictable and scalable manner that defines the Revenue Marketer.

• Establishing key Revenue Marketing metrics, such as the rate at which MQLs convert to opportunities, and contribution to pipeline both as a % and as a dollar amount.
• Ability to track marketing-generated leads through the sales funnel.
• Creating dashboards for day-to-day operations and for executives.
• Forecasting the revenue impact from marketing.
• ROI.