Inbound - The Blog: The Secrets Behind Click To Close

 

The Big 3: You Need These New Roles For Revenue Generation Marketing

Demand Generation With Inbound Marketing Tactics Requires These Roles To Produce Results

Youre ready to tackle the complexities of today’s revenue growth challenges. You get it. You know it’s not about marketing or sales; its about revenue. You see how demand generation focuses on getting people aware of your company and you see how inbound marketing earns the attention of people in an active search mode.

But you probably also see that the work needing to get done is complex and requires an entirely new set of skills. It’s highly unlikely that you’ll hire a new graduate, turn them loose and have them immediately building your funnel model, creating content, contributing to your stories, optimizing your website, using technology and impacting results in the first month.

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Why I’m Changing My Title From Chief Inbound Scientist To Chief Revenue Scientist

It’s No Longer Marketing Or Sales; It’s ALL About Revenue

One thing is for sure; the pace of change is accelerating. What worked last year isn’t what’s working this year. The tools we used last year are different this year. The configuration of our programs looks dramatically different this year compared to last year.

We’ve been working with our clients for years to help them convert the leads we generate into new customers and revenue for their businesses, but now it’s official: Our scientific approach to marketing is pushing into sales and focusing on scalable, repeatable and predictable REVENUE generation.

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Is Revenue Optimization The Future Of Marketing?

Sales And Marketing Are Dissolving Into Each Other; Revenue Is The Only Metric That Matters

We’ve all been in these meetings where the question gets asked: What are our revenue goals for the year, quarter or month? The management team is meeting to make sure everyone knows the revenue goals for the company. It all starts there. You have aggressive revenue targets and you need to make sure you have all of the supporting pieces in place to help you hit and exceed these goals.

However, from there it’s usually a pretty big drop-off. The marketing team doesn’t share these goals, so it’s looking at lead generation, website visitors and content creation. The sales team starts reaching out on its own with little practical support from marketing. Any leads marketing generates are usually poor quality and all of the pressure for revenue attainment falls on the shoulders of the sales team.

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Why Is Sales And Marketing Alignment All Of A Sudden So Important?

If You Want To Hit Your Revenue Targets, It’s A Non-Negotiable

A few days ago, a prospect mentioned that her CEO was on a sales call with one of their reps and she didn’t recognize the company the sales rep was describing when talking about their business. It’s an obvious symptom of sales and marketing not being on the same page. On the Salesforce.com blog, Jill Rowley explains how marketing and sales need to know a lot more about the customer to improve the key funnel metrics.

But sales and marketing have been on different pages since the beginning of time. Plenty of companies (including large and successful ones) have produced amazing growth while sales hated marketing and marketing hated sales. Why is alignment so important now?

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Why Inbound Marketing And Inbound Sales Should Never Be Separated

Inbound Leads Are Great, But Revenue From Inbound-Generated Leads Is Much Better

The world still thinks about sales and marketing as two separate functions. Only a handful of companies have a revenue team led by a chief revenue officer, and some of those CROs are really just VPs of sales with a fancy title.

Most business leaders continue to look at marketing as something you do to generate demand for your products and services, while sales is responsible for getting new customers. Most people continue to incorrectly think that while the two efforts are closely related, they don’t need to be seamlessly integrated. Marketing does what it wants to do and sales does what it wants to do.

If this sounds like your company, you couldn’t be more wrong, and the impact of being wrong is definitely pushing down your ability to realize revenue and hit your company’s goals.

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Blow Up Your Existing Marketing And Sales Teams And Build A Revenue Team

Inbound Marketing And Inbound Sales Provide The Tools To Redefine How Sales And Marketing Work Together

The time has come to stop dealing with the constant bickering between sales and marketing. Marketing generates the wrong leads, sales doesn’t follow up on marketing’s leads. We’ve all heard it before. Honestly, it doesn’t matter whose fault it was because today the buyers are dictating the process and neither traditional marketing nor traditional sales is working.

Now is the perfect time to blow up the entire effort and rebuild it in a new form that matches perfectly with today’s buyers as it relates to how they want to work with you and how you need to help them if you want to earn their business. The individual sales and marketing teams are dead, and the new revenue team is alive and well.

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How Inbound Marketing Helps Bring Rivals Sales And Marketing Together

Finally, Two Teams Working Together To Generate Revenue With Inbound

Historically, sales and marketing teams have been at odds. The sales group hates the marketing group because the leads generated by the marketing group are “bad leads.” The marketing group hates the sales group because the sales group never follows up on the leads the marketing group generates. The result is a dysfunctional revenue-generation system, and this can kill a business.

If this sounds like your company, there’s hope. Today, prospects are pulling these two organizations together because the new buyer behavior demands an entirely new approach to sales and marketing. Inbound marketing and inbound sales are teaming up to create a click-to-close experience that requires sales and marketing to work together if revenue is the goal.

Here’s how progressive sales and marketing teams work together to become a single Revenue Team.

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Inbound Marketing Without Inbound Sales = No Revenue

The Separate Marketing And Sales Departments Should Be Collapsed Into A Revenue Team

Now that buyer behavior has changed, it is time for the internal workings of our sales and marketing teams to change, too. Marketing and sales have long existed in a dysfunctional way. Marketing says sales doesn’t follow up on their leads, and sales says marketing generates bad leads. CEOs have been mediating this argument for years. It must be exhausting.

Give it up. Inbound marketing and inbound sales finally offer the methodology to break down those barriers and create a single revenue team responsible for only one thing: revenue. Now those petty arguments evaporate because it just doesn’t matter anymore. All of your prospects want a seamless experience that starts when they visit your website (marketing) and ends when they sign your paperwork (sales).

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Inbound Marketing Prediction #13: Agencies Now Responsible For Revenue

You Want An Inbound Marketing Agency Focused On Revenue

Taking responsibility for revenue is like the kid game Hot Potato. No one really wants to be responsible. Marketing blames Sales, Sales blames Marketing, and agencies generally want nothing to do with it.

However, in 2016, the inbound marketing agency is going to be in a better position than most to impact revenue, be accountable for revenue and help businesses drive revenue up and to the right.

The key to taking responsibility for your revenue is fully embracing both inbound marketing and inbound sales.

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Inbound Marketing Prediction #8: Big Brands Start To Embrace Inbound

It’s Just A Matter Of Time Before Inbound Marketing Becomes The De Facto Method

Change isn’t easy, and it takes time for people to feel enough pain to make a major change.

Geoffrey Moore, who wrote Crossing the Chasm, clearly articulated the current situation across the field of marketing. Today, there are some Early Adopters who have started to get good at inbound marketing, but the majority of businesses – big and not so big  still use the old-school tactics.

If you look at the visual representation of the Adoption Curve, you might think we’re still in the Innovators stage. But, I believe we’ve crossed the mini chasm shown in the picture and have started to move into the Early Adopters stage. Maybe we’re even close to actually crossing the Big Scary Chasm in Question (as shown in the picture).

My prediction is that we’ll start crossing that chasm in 2016. 

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