Transforming Sales and Marketing Operations to Revolutionize Revenue Performance


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At the recent Dreamforce event, Marketo’s President and CEO Phil Fernandez, was interviewed by Don Fornes, CEO of Software Advice, as a part of their Executive Interview Series. During the interview, Phil discusses the growing importance and influence of Revenue Performance Management, the changing roles of marketing and sales in today’s modern revenue cycle, and the exciting potential to build a $1 billion company at Marketo.

Phil also comments on the fact that while marketing executives today need to be much more metrics and analytics driven, they also need to stay true to the “art of marketing” to achieve truly breakthrough results. Watch the video below to learn more about how Marketo is helping to ignite a Revenue Revolution within companies worldwide, enabling them to transform the sales and marketing model to drive outsized growth and profitability.

Revenue Performance Management drives transformative growth opportunities.
One of the most important business imperatives for companies today is the achievement of strong, sustained revenue growth. Marketo’s vision through Revenue Performance Management (RPM) is to enable companies to optimize their sales and marketing activities to strengthen revenue performance and accelerate growth. Through RPM, organizations can begin to replace the current dysfunctional revenue model and improve sales and marketing operations to achieve predictable growth and sustained profitability.

The relationship between marketing and sales has changed dramatically.
Companies are beginning to recognize that buyers are now in control of the marketplace due to the internet and social media, and that traditional marketing and sales approaches have become inefficient and obsolete. This, in turn, has changed the way marketing and sales need to work, and work together. Marketing now must play a much bigger role in developing relationships with potential buyers (aka lead nurturing) before sales takes over. Marketing automation is a key component in that effort and Marketo is the leader in this category.

Marketo is well positioned to becoming a billion dollar SaaS Company.
Although Revenue Performance Management is still a relatively new category, the possibilities of this fast growing market are endless. The majority of organizations strive to generate more revenue growth, more efficiently, and more profitably. Revenue Performance Management is at the core of these key goals. With its latest round of funding and recognition as one of the fastest growing SaaS companies ever, Marketo is a prime example of the growing success of this new sales and marketing movement.

Republished with author's permission from original post.

Jon Miller
Jon leads strategy and execution for all aspects of marketing at Marketo and is a key architect of Marketo's hyper-efficient revenue engine (powered by Marketo's solutions, of course). In 21, he was named a Top 1 CMO for companies under $25 million revenue by The CMO Institute.


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