Rise of the Revenue Marketer®
How to Master Your Role as Change Agent in the Revenue Equation
Debbie Qaqish will explain how Revenue Marketers are making a huge impact on revenue while advancing themselves professionally within their organizations. This bold movement towards Revenue Marketing has become a top priority in today’s corporate world and was the catalyst for Qaqish’s new book “Rise of the Revenue Marketer: An Executive Playbook”.
FACT: marketing automation vendors train end users on how to use the software, but no one is teaching the marketing executive how to deal with the organizational changes associated with transitioning from traditional marketer to revenue marketer, until now. Debbie’s book fills this gap by helping CMOs understand how to overcome the challenges and successfully lead change.
Thanks to software like marketing automation and analytics, companies can measure the impact of marketing on revenue generation. Marketing’s ability to create predictable, repeatable and sustainable streams of revenue is an enormous leap forward. While software is fundamental to this process, there’s a huge hurdle that must be overcome after marketing automation is implemented. That hurdle is change.
Debbie’s presentation is based on the insights gained during her successful executive sales and marketing career and the process of writing of her book, which offers a fresh, peer-based perspective on the CMO’s New Role as Change Agent as the organization transitions from being a cost center to a revenue center. Based on interviews with 22 executive marketers from companies like GE, Citrix, Sage, Iron Mountain, etc., Debbie’s shares the trials and triumphs of these 22 professionals as they advance in their Revenue Marketing Journey.
- Why now is the Age of Revenue Marketing (RM) and how to begin the journey
- The 6 controls needed to stay on course
- How to build a Revenue Marketing Center of Excellence
- How to align and lead revenue and sales
- How to report and forecast metrics that matter
- The role of technology in RM success
- Global transformation
- How to sell the vision