Revenue Marketing - Are you clearly showing the business how marketing is going to deliver revenue, including during the pandemic? How mature is your revenue marketing compared to your APAC B2B marketing peers? This presentation provides the following takeaways: ✔️ Gain insights into key trends and factors impacting revenue marketing in APAC ✔️ Uncover how your marketing organisation stacks up to peers when it comes to revenue generation maturity ✔️ Why marketers need to think more holistically about business strategy - positioning marketing as a revenue driver, not advertising and colour in function COVID-19 impact and how marketing can ensure sustainable growth ✔️ Unlock strategic drivers for optimising revenue performance

2. Revenue
Generation
Maturity Study
Webinar

3. WHAT IS GROWTH
TO YOUR BUSINESS?

4. OUR GROWTH MODEL IS FINE UNTIL...

5. Maintaining
a mobile
workforce
Invest in
brand
positioning
Removing
siloes
TIME TO FOCUS ON THE
FUNDAMENTALS
“COMPANIES MUST THINK AND ACT AS ONE TAKING A HOLISTIC VIEW OF COSTS
ACROSS THE FRONT OFFICE FUNCTIONS OF MARKETING, SALES AND CUSTOMER
SERVICE.”
Know your
customers
Understanding
the economic
curve
Rethinking
sales strategies
and model
Intentional
customer
service
Digital
Transformation
Maintaining
positive
cash flow

6. REVENUE GENERATION ENGINE
KEY ELEMENTS THAT IMPACT MARKETING’S ABILITY TO IMPROVE REVENUE
PERFORMANCE
Strategic Orientation
Customer
People & Skills
Budgeting
Culture
Technology
Analytics & Reporting
Job Design
Source: The Growth
Engine
Communication
Process

7. REVENUE MARKETING MATURITY
FRAMEWORK
• Marketing plan is not aligned
with bus objectives and rev
goals.
• Customer profiles available
but data not collected.
• Marketing Manager with Sales
Manager both report to MD or
COO.
• Marketing structure does not
support lead generation.
• Little alignment with sales.
• CRM not used as a mandate.
• Marketing automation or
email marketing tools used
for single drop campaigns.
• Annual marketing plan aligned with
bus plan limited alignment across
revenue
• Quarterly campaign plans in place
• Marketing Director reports to CEO
in parallel to other functions
• Roles and responsibilities well
defined.
• Sales and marketing have a
“revenue” relationship
• Staff compensation is not aligned
with revenue performance
• CRM and marketing automation
tools are integrated
• Multi-channel integrated
campaigns
• Marketing plan aligned with
business planning
• Quarterly campaign plans are
aligned with revenue objectives
and ROI expectations
• CMO is on the leadership
committee.
• The team’s compensation is
based on revenue and marketing
performance.
• Processes are well defined.
• Synergy between sales and
marketing
• CRM, marketing automation and
business intel systems exist and are
integrated.
• Repeatable, predictable and
scalable programs
• Traditional marketing (4Ps)
• Tactical
• Little data collection
• No customer personas
• Sales and marketing work in
silos
• Marketing in a “service” role
• No clear JDs
• Few or no processes
• Email marketing tool
• Focus on “branding” &
advertising
CRAWL WALK RUN LEAP
Reporting & Metrics:
CLV, retention rate, churn,
conversion rate, cost to acquire,
ROI, etc.
Reporting & Metrics:
Measured on costs &
number of activities
Reporting & Metrics:
# of leads sent to
sales
Reporting & Metrics:
• % and $ of leads
provided to sales
• Cost per lead

8. REVENUE
GENERATION
MATURITY STUDY
OVERVIEW OF RESPONDENTS:
• 121 survey responses (senior marketing leaders)
• 20 + industry sectors
• Company size 100 – 5000+ employee
• Majority $250M+
• APAC region
• The study examined how elements of Revenue
Generation Engine impact revenue performance and
marketing maturity
• Insights into “pulling” and “lifting” factors of revenue
performance across the different stages
• Most APAC organisations are at Walk (46.5%) and Run
(43%) stage of revenue marketing maturity.
• Most companies focused on growth oriented strategies!

9. CRAW STAGE: LIFTING VS PULLING FACTORS
FOR REVENUE MARKETING MATURITY

10. WALK STAGE: LIFTING VS PULLING FACTORS
FOR REVENUE MARKETING MATURITY

11. RUN STAGE: LIFTING VS PULLING FACTORS
FOR REVENUE MARKETING MATURITY

12. LEAP STAGE: LIFTING VS PULLING FACTORS
FOR REVENUE MARKETING MATURITY

14. PANEL DISCUSSION

15. BOOK ANNOUCEMENT
COMING IN AUGUST
CONNECT WITH LJUBICA & EVE
ON LINKEDIN FOR MORE INFORMATION..