Phil Fernandez

IT…Marketing’s Friend, or Foe?

So is the IT department a friend of the marketer, or not? It is frankly surprising that I have been working in technology for more than two decades, and as I travel around and meet with customers – big and small – I hear nearly...

Why I Hate Tuesdays

I hate Tuesdays. Especially Tuesday mornings. Hate them. No, not because I awaken on Tuesday facing four more long days ahead of me before the next weekend arrives. And definitely not because I party hardy on Monday nights, and wake up in a bit of...

Beyond Sales and Marketing to “The Revenue Team” — Inside Scoop with Marketo CEO...

CustomerThink Founder/CEO Bob Thompson interviews Phil Fernandez, President and CEO of Marketo, about Revenue Performance Management (RPM).   Interview covers the following topics: What is Revenue Performance Management (RPM)? QlikTech Uses RPM to Accelerate Growth Marketing and Sales Alignment Technology Framework The Revenue Team Interview…

Using RPM to Manage and Optimize the Entire ‘Customer Lifecycle’

Revenue Performance Management (RPM) is much more than improving the effectiveness and efficiency of sales and marketing. In fact, RPM is today enabling organizations – from major health systems and global consumer product companies to web 3.0 start-ups – to transform their revenue processes...

Strong Growth Starts With Great Leadership

Across the globe, senior corporate executives (including boards of directors) are pretty obsessed with one thing: growth. It's the business imperative that consistently trumps every other goal. In recent years this growth imperative has been amplified because of the post-recession economic challenges with which we've...

What Does ‘Big Data’ Really Mean to Revenue Performance?

So how big is big data? And why is it important to all of us involved with deploying marketing automation and Revenue Performance Management (RPM) to drive profitable, sustainable growth? On the bigness question, consider this: Cisco has forecast that by 2013, the amount...

Collaboration Isn’t Some New Kind of “Kumbaya” – It’s the Key to Revenue Acceleration

An oft discussed subject here at Marketo and throughout the broader Revenue Performance Management (RPM) sector is sales and marketing alignment. Collaboration surely is not just about having a "kumbaya" moment with your colleagues over in marketing and sales – or, for that matter,...

The Buyer Really Doesn’t Care

Sales is from Mars and Marketing is from Venus. Historically that is how it's been. Today's buyer doesn't really care where the walls and boundaries exist between sales and marketing. As I explain in this video, if you have those teams working at cross-purposes,...

B2B Marketers Need to Get on Board with Social Media

For B2B marketers to be competitive and grow in 2012, it's essential that they not only realize the value of social media, but make a commitment to improved execution. An eMarketer article recently reported on a new Accenture study, which saw a huge gap...

In Business, Going on the Offense is Usually the Best

Have you ever worked in a business climate that moves as rapidly and unpredictably as the one we are now experiencing? The velocity of change that is roiling business, economics, and culture right now can make your head spin. It certainly focuses one's attention. I...

IBM Global Survey: CMOs Need to Boost Influence in the Enterprise

An article in last week's Ad Age reports on the results of IBM's first-ever global survey of CMOs. The IBM Institute for Business Values held face-to-face interviews for one hour or longer with more than 1,700 global CMOs, including 48 of the top 100...

Reeling in the Revenue: What Are You Doing to ‘Catch More Fish’ and Grow?

During the past year, I have written frequently on this blog about the increasingly urgent global imperative for businesses to grow. Corporate executives have cut about as far as they can in overhead and expenses. At the same time they have drastically improved productivity....

Five Tips for Building a Successful Start-up – And Creating Jobs

Being based in Silicon Valley – which has continued to burnish its reputation as a hotbed of US entrepreneurial growth and excitement – I frequently get asked how one builds a successful start-up. This question is even more urgent on a macroeconomic level as...

Social’ and RPM are Closely Linked In Driving Outsized Revenue Performance

If there are still any lingering doubts about the increasingly central role that "social" is playing in today's business and marketing worlds, I would point to the constant stream of statistics that underscore the growing trend: An estimated 93 percent of marketers are engaged to...

More Intelligent’ Marketing Drives Greater Revenue Performance and ROI

In several previous posts I have been discussing the ways that marketers (and other business professionals) can gain and maintain a secure position at the senior management table. Taking hold of that seat means being more agile, social, and connected in your marketing activities,...

Being ‘More Connected’ – Another Key Step in Owning a Seat at the Revenue...

In my continuing series of blog posts on gaining that proverbial "seat" at the senior management table, I have discussed the importance of being more agile and social in marketing, and throughout the entire revenue process. In this week's post, I focus on the...

More Social’: Part Two of Owning a Seat at the Revenue Table

In my previous blog post, I discussed the ongoing conversation in marketing circles about having a "seat" at the senior management table. To achieve that goal, my recommendation was to grab and "own" a seat at the company's "revenue table." Needless to say, that...

Grabbing and Owning a Seat at the Revenue Table

There has been a lot of discussion in recent years about the desire of marketing professionals to have a "seat" at the senior management table – where the most important decisions are made regarding the company's strategic direction, operations, and financial activities. It's been my...

Social Media Shift Causing Ongoing ‘Sea Change’ in Revenue Process

Do you remember when you finally realized that Facebook (and social media in general) was more than just a flash in the plan? Was it when you starting receiving daily friend requests from people you hadn't heard from in years? Or, when you literally...

New Study Quantifies Dramatic Growth From Revenue Performance Management

On this blog I have consistently made the point that in today's radically altered buyer/seller environment, companies need to make equally radical changes in their sales and marketing strategies to continue to grow and prosper. My oft-repeated message is two-pronged. First, businesses today need to...

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