The document summarizes a presentation about the evolution of marketing from demand generation to revenue performance management (RPM). It discusses how the customer buying process has changed and how RPM takes a holistic view of managing customer interactions through the entire purchase funnel. The four pillars of RPM are outlined as managing the integrated funnel, analysis to drive action, improvement using benchmarks, and identifying new revenue opportunities. Benefits discussed include increased conversion rates and pipeline visibility.

1. The Future of Marketing:
The Evolution from Demand Generation to
Revenue Performance Management
Presented By:
• Paul Teshima, SVP Customer Strategy & Success – Eloqua
• Hope Frank, Chief Marketing Officer ‐ Webtrends

2. Transformative shifts in marketing
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3. Transformative shifts in marketing
Distribution
becomes free
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4. Transformative shifts in marketing
Distribution
becomes free
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5. Transformative shifts in marketing
Distribution
becomes free
New information
layers
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6. Transformative shifts in marketing
Distribution
becomes free
New information
layers
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7. Transformative shifts in marketing
Distribution
becomes free
New information
layers
Information is
free
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8. Customer buying process
1995
I’ll believe it
when I see it
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9. Customer Buying Process
1995
I’ll believe it
when I see it
2011
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10. What is marketing automation?
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11. What is marketing automation?
Buying vs.
Sales Process
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12. What is marketing automation?
Right Time
Right Message
Buying vs.
Sales Process
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13. What is marketing automation?
Right Time
Right Message
Segment by
Buying vs.
Profile AND
Sales Process
Activity
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14. What is Marketing Automation?
Right Time
Right Message
Segment by
Buying vs.
Profile AND
Sales Process
Activity
200+ Activities
Per Deal
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15. What is marketing automation?
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16. The Revenue Lifecycle™
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17. What are the Revenue Lifecycle trends?
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18. Our years of experience
with hundreds of leading
companies has generated
a big idea
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19. Revenue Performance Management (RPM)
Definition:
A strategy for managing a company’s
interactions with buyers through the entire
purchase process that enables dramatically
more predictable, rapid and profitable
revenue growth.
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20. The Four Pillars of RPM
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21. The Four Pillars of RPM
Managing
integrated
funnel 21
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22. The Four Pillars of RPM
Managing Analysis
integrated that drives
funnel action 22
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23. The Four Pillars of RPM
Managing Analysis Improvement
integrated that drives using
funnel action benchmarks 23
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24. The Four Pillars of RPM
Managing Analysis Improvement Identifying
integrated that drives using new revenue
funnel action benchmarks opportunities 24
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25. Campaign Dual Attribution
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26. RPM Customer Journey
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27. RPM Customer Journey
Automate
Sales
Pipeline
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28. RPM Customer Journey
Automate Automate
Sales Campaign
Pipeline Management
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29. RPM Customer Journey
Automate Automate
Sales Campaign
Pipeline Management
One View of the Truth
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30. RPM Customer Journey
Automate Automate
Sales Campaign
Pipeline Management
One View of the Truth
Benchmark and Optimize
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31. The benefits are real
Are we effectively Increase MQL to SQL from
converting leads in all 23% to 31%, driving $12m to
sales territories? bottom line
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32. The benefits are real
Are we effectively Increase MQL to SQL from
converting leads in all 23% to 31%, driving $12m to
sales territories? bottom line
What does my total Lead flow up 82% over
pipeline look like? past years and revenues
And do we all agree? are up 34%.
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33. The Benefits are Real
Are we effectively Increase MQL to SQL from
converting leads in all 23% to 31%, driving $12m to
sales territories? bottom line
What does my total Lead flow up 82% over
pipeline look like? past years and revenues
And do we all agree? are up 34%.
1% = $1 million spend,
For Eloqua, what is and by focusing on
the economic value improving conversion we
of conversion rate? will save over $3 million
in future expense
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34. RPM companies outperform S&P 500
Data Source: Google Finance as of 1/11/2011; All figures show average Cumulative GAAP Revenue Growth for companies in the index using SEC filings reported to‐date. Overlaps removed
between indices. Companies appearing in RPM index are removed from Eloqua index, which are in turn removed from S&P 500 index. 34
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36. Insider View of RPM – The CMO Perspective
Hope Frank, CMO ‐ Webtrends

37. The Global Leader in Mobile and Social Analytics
www.webtrends.com
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38. the CMO MANDATE
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39. new level of accountability
senior leadership alignment
the marketing organization
of the future
a culture of
measurement and iteration
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40. senior leadership alignment
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41. the
marketing organization
of the future
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42. a culture of
measurement and iteration
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43. courage
brilliance
iteration
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44. Implementing RPM
Myllisa Patterson, Sr. Optimization Analyst

45. align
sales and marketing
improve
business process
leverage automation
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47. define the levers of
optimization
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48. Impacts of RPM on Marketing
Marko Z Muellner, Director of Marketing

49. what we’ve learned so far
The customer buying process has changed
A disciplined approach to managing the buyer experience through the
entire purchase process can ensure sustainable success
The current state of the global marketplace has accelerated and
deepened Marketing accountability
Senior leadership must have the courage to form the organization of
the future and develop a culture of testing and learning that drives
innovation and creative brilliance
It takes business change, best‐in‐class processes, integrated systems,
RPM and automation to enable iterative Marketing success
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50. get qualified leads to sales in minutes
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51. marketing owns more of the prospect relationship
we must approach every touch from a multi‐touch perspective
conversations at scale
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52. focus on
nurturing
your success will
drive the rest of
your efforts
educate, guide
and delight
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53. Hope Frank
CMO
Marko Muellner
Director Marketing
in‐house team is agile,
connected to
customers, the brand
PROGRAMS
Editorial Directors
+ EVENTS
Copywriters
Sr. Optimization Analysts
and our products
Marketing Managers
Design Directors
Designers
all members are
iterative and
ACCOUNTS +
LEAD QUAL
Outbound Reps
optimization analysts
TARGET
Sr. Lead Qual Reps
Technology Directors
Lead Qual Reps
enable entire team
Front‐End Developers
Tech Production
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54. agile marketing
19 million thought leadership impressions
significant spikes in engagement and new leads
used Webtrends Social Measurement and Webtrends Apps
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55. focus on quality not quantity
be a trusted advisor
every time and all of the time
be agile. always testing and learning
have fun
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57. Thank you
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