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CRM Implementation is Crucial for Revenue-Generation Marketing

April 23, 2014 at 7:30 am PST

In the last blog on revenue generation marketing, I took some time to discuss how our operational implementation was working at Cisco. As part of that, I shared the four main best practices we discovered during our revenue generation marketing journey. Of course, if you missed that post, please give it a read. To sum it up, however, I believe your operations team simply has to focus on:

  • Setting a goal
  • Keeping the goal simple
  • Setting key success indicators for individuals
  • Reporting

That is the high-level look at operational implementation that we saw here at Cisco. But in this final blog on our revenue generation marketing journey, I want to dig a little deeper and talk about implementing those best practices within your customer relationship management (CRM) software and combining that with marketing automation. Read More »

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Operational Implementation is Crucial for Revenue-Generation Marketing

March 6, 2014 at 7:27 am PST

In my most recent blog on revenue-generation marketing, we talked about the alignment of sales and marketing. It is a crucial link for a number of reasons, not the least of which is ensuring that sales and marketing are working toward the same ultimate goal.

In that particular instance, I spoke about:

  1. The responsibility of marketing to provide qualified leads to sales
  2. The need for service level agreements (SLA) dictating process for how those leads are handled
  3. Including a timeline for SLAs that illustrate how those leads will be pushed through the process

As we continue the revenue-generation marketing journey here at Cisco, operational implementation was the next step. Today, I want to share with you some of the best practices we’ve discovered during that implementation. Read More »

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Marketing Insights on Revenue Generation, Buying Patterns, and the Role of Social

Revenue-generating marketing, customer buying patterns, and social selling are a few of the topics I talked about recently with Glenn Gow of Crimson Marketing.  I’m pleased to share these excerpts from our conversation and invite you to listen to the podcast.

Glenn: Why don’t we start with this concept of revenue-generating marketing, and tell us a little bit about the journey that you’ve been going through. 

Karen:  I wanted marketing to be viewed as a revenue center versus a cost center, because then it becomes a very different discussion about the value, the role of marketing, and the investment that a company is willing to make.And frankly, in some cases, marketing should be seen as a cost-to-serve model in terms of where marketing can lead the generation of demand, particularly with customers in the mid-market and with our partners.

Glenn: Can you talk a little bit more about what revenue-generating marketing really means? Read More »

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Alignment Between Sales and Marketing is Crucial for Revenue-Generation Marketing

December 20, 2013 at 12:14 pm PST

The odds of qualifying a lead if called in 5 minutes are 21 times higher versus 30 minutes. The odds of calling to qualify a lead decrease by over 6 times in the 1st hour.

Forbes

In my most recent blog, I approached the idea of revenue-generation marketing needing to have proof in the pipeline. Of course you can re-read my previous blog, but “no matter how great your strategy may be, you should check the metrics to make sure it’s working” nicely sums it up.

I also touched lightly on how sales and marketing should align in order to make revenue-generation marketing successful and that is the topic I would like to focus on in this blog. Read More »

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Cisco Partner Weekly Rewind – November 27, 2013

November 27, 2013 at 8:50 am PST

Partner-Weekly-Rewind-v2Each week, we’ll highlight the most important Cisco partner news and stories, as well as point you to important, Cisco-related partner content you may have missed along the way. Here’s what you might have missed this week:

Off the Top

Richard McLeod stopped by the Channels Blog this week and dared partners to be bold in collaboration. Coming off a fabulously successful Collaboration Summit, Richard reiterated his mantra of “dare to be bold” around four key imperatives.

If you attended Collaboration Summit, check out Richard’s follow up blog and reinforce the lessons from the event. Even if you didn’t attend Collaboration Summit, Richard’s blog is a great place to catch up on what you might have missed. Read More »

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