We define Revenue Performance as a strategy to optimize interactions with buyers across the revenue cycle to accelerate predictable revenue growth.
Too often, Sales and Marketing Departments are set up with different goals in mind. The Marketing Department is focused on producing leads, while the Sales Department is focused on closing deals. Unfortunately, not all leads are created equally, so it’s important to make sure that the Marketing Department passes the Sales Team the leads that have the best chance of becoming deals. This creates friction between the two departments, as the Sales Team begins to ignore Marketing leads, opting instead to drum up their own leads. This results in missed opportunities, wasted resources and billions in lost revenue each year.
Revenue Performance Management begins with a shift in mindset. Instead of viewing customer interactions as having two parts – a marketing cycle and a sales cycle – realizing that, from the customer’s point of view, the entire interaction is one big buying cycle. The customer makes no distinction between their interaction with your Marketing Department and the Sales Department, so why should you? When you start to understand the buying experience from the customer’s point of view, it becomes clear that any disruption in that cycle – such as the one that usually occurs when a lead is passed from Marketing to Sales – results in lost leads and revenue.
To prevent that disruption, the Sales and Marketing must unite in pursuit of one common goal: Revenue.