During a recent presentation at the CMO University (www.thecmosite.com) on the topic of B2B Revenue Marketing, I was pleasantly surprised to see the executive level of interest in – “What are the key skills required to build a successful Revenue Marketing team for the B2B organization?”
Here is a Seven Role framework to address this critical skill set.
Role #1: VP of Revenue Marketing
This role is the strategic leader and is laser focused on revenue results directly attributable to marketing efforts. The VP of Revenue Marketing sounds like a VP of Sales as they discuss and measure funnel, conversions, opportunities and bookings.
I recently had a great WRMR interview with such a marketer – Evan Whitenight of ReachForce
Role #2: Business Analyst
This role is critical to revenue marketing success as you transition from a creative organization to now encompass a focus on revenue metrics. Revenue Marketing is a new competency and it is the job of the Business Analyst to analyze results, set up testing protocols and work to optimize systems and programs in order to achieve the highest and fastest revenue result.
In this recent WRMR interview with Liz McClellan of Sage Software, Liz speaks to the importance of the Business Analyst role (click here for the snippet). In the same interview, Alex Pelletier of Acqusio also discusses the need for the Business Analyst role (click here for the snippet).
Role #3: Power User or Marketing Technologist
Technology is the driver for Revenue Marketing beginning with CRM tightly integrated with marketing automation. This technical skill set is an absolute requirement for the team and works closely with the business analyst. Make sure you invest in training, more than once.
Role #4: Campaign & Nurture Specialist
The Campaign Manager is the individual who takes the direction from the VP of Revenue Marketing, the analytics from the Business Analyst, best practices from the content and creative team, and knowledge from the Power User to ultimately design the most effective campaigns possible. This individual is obsessed with creating an intimate digital dialog at all phases of the buying cycle and creating that perfect SQL for sales.
Role #5: Content for Revenue Marketing
This role is responsible for the content associated with campaigns – the currency for the digital discussion that can then be tracked and scored. Content in this context is at the right time, the right message, to the right person and only just enough.
Listen to Alex Pelletier’s comments on content and the value to the Revenue Marketing practice.
Role #6: Creative for Revenue Marketing
Creative cannot be for the sake of creative. It’s not about how pretty something is, it is about how effective it is. The creative person needs to understand how the creative will be used and what “action” the campaign is trying to evoke.
Role #7: TeleQualifying the MQL
A huge trend on Revenue Marketing teams is once the MQL (Marketing Qualified Lead) is created, turning this lead over to a live person to make a phone call to further qualify for BANT – Budget, Authority, Need and Timing.
As you review these seven roles, you can begin to see how the marketing team and skill dynamic needs to change if you are to embrace a Revenue Marketing competency and be accountable for revenue results in the B2B organization. To find out more about these roles, register for our in-depth white paper on Skills for the B2B Revenue Marketing Team.
What has been your experience with these skill sets?
About the author: Debbie Qaqish is Principal Partner and Chief Revenue Marketing Officer for The Pedowitz Group, a thriving demand generation agency http://www.pedowitzgroup.com/. A nationally recognized thought leader and innovator in revenue generation, Qaqish has over 30 years of experience helping organizations connect marketing to revenue. She is a pioneer in marketing automation – first as a beneficiary of the technology and now as an advocate and expert. Her first book, “The Rise of the Revenue Marketer®,” will be published in early 2012. Contact Debbie at Debbie@pedowitzgroup.com OR http://www.linkedin.com/in/dqaqish