Earlier on this blog I referenced an article by Steve Woods from Eloqua on RPM, Revenue Performance Management. RPM is a relatively new term in the area of demand marketing optimization. Will it stick? As I was writing earlier, there seem to be so many terms already that describe B2B marketing automation. Why another one?
Lauren Carlson’s post on that topic is a good read.
So will it stick?
I like of course the idea of scientific, analytics driven, revenue optimization.
But I fear that the term is at risk because it is so broad.
Not marketing optimization
not customer optimization
but total revenue optimization.
So everybody is responsible for RPM, and if everybody is responsible the danger is that nobody takes responsibility.