Revenue Performance Management
- 4 Products in Revenue Performance Management
Revenue Performance Management (RPM) establishes a set of best practices for sales and marketing and uncovers opportunities for improvement.
Implementing RPM involves understanding and connecting customer interactions throughout the buying process. These processes include social media tracking, website engagement, content marketing, demand generation, lead nurturing, lead management and pipeline management. Because it is a new technology, most of the literature about RPM is authored by pioneer vendors, Eloqua and Marketo.
ROI: Anecdotal Evidence for RPM Systems
RPM solutions enable collaboration between the sales and marketing departments, with a direct impact on nurturing and qualifying leads. Meagen Eisenberg, Vice President of Demand Generation at DocuSign, Inc., has reported several benefits to using RPM. In her review, she notes a balance between strategy and execution, including
- being "able to make better decisions as far as where to invest the budget to get the highest return”
- growing with a "strengthened pipeline from marketing's lead generation and nurturing activities and the daily reporting and insights"
- gaining a competitive advantage with RPM allowing them "to be more efficient as a team, automate multiple manual processes, scale worldwide"
These vendors offer monthly subscription packages as add-ons to their core marketing automation and lead management solutions. The complete packages vary by number of contacts and number of marketing users.
Related Product Categories
Those interested in Revenue Performance Management may also be interested in Marketing Automation and Lead Management.
Marketing Automation is a subset of RPM designed to execute marketing programs only. This feature-oriented solution category includes software platforms designed for organizations – more specifically marketing departments – to simplify processes by automating repetitive tasks. Labor-intensive tasks including email subscription management, scheduling outbound messages and routing inbound responses can be mechanized using marketing automation software. MA is too limiting as a term to be used interchangeably with RPM. It doesn’t account for the additional people, processes and technologies involved in RPM.
Lead Management is an integral component of RPM. Sales lead management is the overall process to identify, educate, engage and qualify leads. Lead generation software helps make immediate communication with leads possible. Another functionality of lead management, lead scoring, allows marketers to objectively qualify leads and determine the point at which a lead is ready to be passed on to the sales department.