You Can't Have Revenue Operations Without Revenue Marketing

Marketing Management — Wed., Jun. 8, 2022

Misalignment between departments within an organization is common, and Marketing is the most difficult to connect with the rest of the business. Revenue Operations (RevOps) was introduced as a way to create greater visibility and alignment across the customer lifecycle. However, many companies believe they are RevOps-focused when they are actually only concerned with improving sales processes. Complex tech stacks make it difficult to connect data across tools and functions, leaving no room for standardized metrics and models.

Revenue Marketing is a new approach that shifts Marketing to a model based on opportunities and revenue to create a common language for the business. It allows for common metrics across the organization, eliminates silos, and makes it possible to implement predictive forecasts. In order to be successful, a common data model across all stages of the customer journey needs to be unified using the opportunity object.

When selecting a Revenue Marketing solution, it should provide a unified view of the demand engine, interactive and in-depth data, and an easy setup with minimal effort. With the right solution, it's possible to establish cause and effect between investments and revenue outcomes, leverage marketing program dollars for more campaigns and ads, and convey value to executive peers.

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