Rise of the Revenue Marketer eBook Debbie Qaqish
Download As PDF : Rise of the Revenue Marketer eBook Debbie Qaqish 
This book is written for the B2B marketing executive who is responsible for answering the question "What are you going to do about revenue?" This one question begins the transformation of marketing from a cost center to a revenue center, a journey for which most executives are not fully prepared. To describe this transformation, Debbie Qaqish and The Pedowitz Group coined the term Revenue Marketing in 2010. This book was written as a Playbook for the executive responsible for leading this change. Marketing executives reading this book will gain insight from the Revenue Marketing practices of twenty-four marketing executives interviewed for this book; learn about a new discipline called Revenue Marketing and how it transforms marketing from a cost center to a revenue center; find out how to move Revenue Marketing from a strategy to an executable plan; discover how to manage the key areas of change required on this journey; and understand and be able to apply the key plays for building a repeatable, predictable, and scalable Revenue Marketing practice.
Rise of the Revenue Marketer eBook Debbie Qaqish
Rise of the Revenue Marketer is more than a book. It's a recipe. After a brief history on the genesis of revenue marketing, the narrative jumps straight into the methodology by which marketing transforms from a cost center to a revenue center.The core definition of revenue marketing boils down to four points. First, successfully marketing drops SALES READY LEADS into the top of the demand generation funnel. Next, it ACCELERATES sales opportunities through the sales pipeline. Third, it MEASURES based on the principle that the action is Repeatable, Predictable, and Scalable. Finally, it TRANSFORMS marketing from a revenue center to a cost center.
The author then points the way to becoming a "revenue marketing machine" by going on a revenue marketing journey. Today's B2B and B2C buyers now have 60-70% of information before a company even becomes aware of a prospect. The REVENUE MARKETING JOURNEY illustrates where your company may be on the path. 50% of companies fall into the realm of TRADITIONAL MARKETING centered around the 4 Marketing Ps learned in college: product, promotion, placement, and price. 25% of companies today are LEAD GENERATION MARKETING. This incorporates emails sent, open rate, number of forms submitted, percentage of forms completed, the number of leads sent to sales, and the cost per lead. At this phase, there is a cold war between sales and marketing with the marketing department producing leads and the sales department believing that the leads often are not worth the effort. 20% of companies today are DEMAND GENERATION MARKETING companies with full featured CRM tools, ongoing nurturing during the buyer's journey, targeting, funnel conversions, and sales-ready leads providing the leads to sales. The relationship between sales and marketing improves at demand generation marketing phase companies. Marketing qualified leads turns into opportunities and tracked by number of days to close. Marketing receives recognition for its contribution to the pipeline.
Only 5% of companies hit the REVENUE MARKETING stage. This incorporates all of the attributes of the demand generation marketing phase plus the addition of the machinery of revenue generation, predictability, and scalability. CMOs can generation reports demonstrating revenue contribution and marketing forecast report. The ability is reached to demonstrate that $1 spent on marketing creates $X of sales. This allows for marketing to be given a revenue quota.
The book dives more deeply into the analysis and implementation guidance with the REVENUE MARKETING SIX: strategy, people, process, technology, content, and results. Each of these areas and their respective subsets are given a qualitative assessment between 1 - 4. This methodical approach makes an organization look within their organizational soul. Instead of stars in the eyes of an executive, their should be the elimination of silos as the organization gears towards total revenue alignment. There are five stages in revenue marketing change management: distribution, resistance, acceptance, adoption, and advocacy.
That summary scratches the surface of the value that Rise of the Revenue Marketer provides. The graphics in the book paint an even clearer picture than the words in providing step-by-step guidance to revenue marketing success.
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Rise of the Revenue Marketer eBook Debbie Qaqish Reviews
Great book for anyone in the marketing field and a good read for small business owners that need to really understand what marketing will do for their business.
This book is very informative. Debbie Qaquish outlines the concept of revenue marketing elegantly. The addition of real- world revenue marketers telling their stories of rolling out this philosophy added an authentic thread to the narrative. I really enjoyed it.
This book is only useful in the first two chapters. After that I felt the author is trying hard to make it into one whole book by filling It in with stories and useless words. The first 2 chapters out of 9 is literally the only chapters you need to read.
A pity since this book is on how you can become a good marketer. Too good that this book "tricked" me to buy it.
Debbie has done an outstanding job pulling together valuable insight for Revenue Marketers. I don't know anyone more passionate about revenue marketing than Debbie and she certainly is an expert in her field. I could not wait to get my hands on this much anticipated book and have already handed out over 20 copies to my team and colleagues. The reviews from my peer group have been incredible. While my work was mentioned in the book, I found the insights gathered from other companies invaluable. I'm so impressed with the level of info Debbie was able to glean from other marketing execs.
Any marketer who wants to remain relevant in the field should read this book and start building the infrastructure to make revenue marketing happen. This approach is where our discipline is headed and those who do not embrace these revenue marketing principles will find themselves in other roles in the not too distant future. You either contribute to revenue for the company or find another job. For many marketers and organizations, this transformational change will result in remaining relevant as a company or becoming obsolescent. This book clearly lays out what lies ahead, how specific examples of companies are already embracing it and you can start your journey to having a seat at the revenue table. Great read, very actionable. Highly recommended.
I love the foundation of this book - moving from traditional marketing to revenue marketing. I definitely see the transition across the models and that idea fascinates me. That said, at times the book got long and I struggled to finish a couple sections.
This book is a game-changer which shows next clear path for marketing, which is an active role contributing to an organization’s success. The playbook describes the new mentality and structural shift that leading companies are now embracing, which will likely become mainstream approach within the next ten years.
If you are a marketer already combining the power of CRM and marketing automation technology, this will provide a solid framework via the RM6 model to assess where you are today and ideas to take your programs to the next level. If your company is new to revenue marketing, I recommend this book for executive leadership across sales and marketing… because it will require teamwork and the alignment of both departments to create the groundswell and change management needed to implement revenue marketing successfully within your organization. I highly recommend this book, and am buying copies for my marketing team and key executive leadership.
Rise of the Revenue Marketer is more than a book. It's a recipe. After a brief history on the genesis of revenue marketing, the narrative jumps straight into the methodology by which marketing transforms from a cost center to a revenue center.
The core definition of revenue marketing boils down to four points. First, successfully marketing drops SALES READY LEADS into the top of the demand generation funnel. Next, it ACCELERATES sales opportunities through the sales pipeline. Third, it MEASURES based on the principle that the action is Repeatable, Predictable, and Scalable. Finally, it TRANSFORMS marketing from a revenue center to a cost center.
The author then points the way to becoming a "revenue marketing machine" by going on a revenue marketing journey. Today's B2B and B2C buyers now have 60-70% of information before a company even becomes aware of a prospect. The REVENUE MARKETING JOURNEY illustrates where your company may be on the path. 50% of companies fall into the realm of TRADITIONAL MARKETING centered around the 4 Marketing Ps learned in college product, promotion, placement, and price. 25% of companies today are LEAD GENERATION MARKETING. This incorporates emails sent, open rate, number of forms submitted, percentage of forms completed, the number of leads sent to sales, and the cost per lead. At this phase, there is a cold war between sales and marketing with the marketing department producing leads and the sales department believing that the leads often are not worth the effort. 20% of companies today are DEMAND GENERATION MARKETING companies with full featured CRM tools, ongoing nurturing during the buyer's journey, targeting, funnel conversions, and sales-ready leads providing the leads to sales. The relationship between sales and marketing improves at demand generation marketing phase companies. Marketing qualified leads turns into opportunities and tracked by number of days to close. Marketing receives recognition for its contribution to the pipeline.
Only 5% of companies hit the REVENUE MARKETING stage. This incorporates all of the attributes of the demand generation marketing phase plus the addition of the machinery of revenue generation, predictability, and scalability. CMOs can generation reports demonstrating revenue contribution and marketing forecast report. The ability is reached to demonstrate that $1 spent on marketing creates $X of sales. This allows for marketing to be given a revenue quota.
The book dives more deeply into the analysis and implementation guidance with the REVENUE MARKETING SIX strategy, people, process, technology, content, and results. Each of these areas and their respective subsets are given a qualitative assessment between 1 - 4. This methodical approach makes an organization look within their organizational soul. Instead of stars in the eyes of an executive, their should be the elimination of silos as the organization gears towards total revenue alignment. There are five stages in revenue marketing change management distribution, resistance, acceptance, adoption, and advocacy.
That summary scratches the surface of the value that Rise of the Revenue Marketer provides. The graphics in the book paint an even clearer picture than the words in providing step-by-step guidance to revenue marketing success.
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