Marketing Automation: Finding the Opportunity to Increase Campaign Efficiency, Reduce Time and Eliminate Human Error

Manual marketing processes are so limited in their capabilities that they often leave marketers with issues that simply don’t concern them. Instead of spending time thinking on a strategic level, marketers are occupied with tedious, repeatable tasks. The problem with this is twofold. The first is that marketers are losing revenue by investing heavily on internal resources to execute campaigns, and the second; marketers are losing time on deployment (especially in multi-channel campaign management.)

You will be interested to know that Best-in-Class Performers are allocating the most revenue expenses to their marketing and sales process. They know that deploying successful campaigns is the lifeline of their business: Without demand generation and qualified leads there is simply no prospects to sell to and no customers that would buy.

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Revenue Performance Management, Simplified

If you’ve been acquainted with the concept of Revenue Performance Management (RPM), but still haven’t acquired a fundamental understanding of the concept, this post will help to put things into perspective for you. This post is loosely based on an analogy made here: “Follow the Yellow Brick Road to Revenue Performance Management.”

This Eloqua article brings forth a brilliant illustration on RPM and what it means for companies that are looking to advance their efforts in order to stimulate the revenue growth engine. As you know, marketing and sales is the bloodline of your business; without customers we can’t sustain ourselves. In Follow the Yellow Brick Road to Revenue Performance Management, RPM is likened to The Wizard of Oz, where Dorothy and Toto are swept away to another world and follow the yellow brick road to get back home. The substitute for RPM is the yellow brick road. It is the ever-evolving journey to perfect our business process to realize revenue growth.

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Couch & Associates Sponsors Eloqua Experience Europe 2011

As a returning sponsor, Couch & Associates is proud to be an innovation sponsor of this year’s 2nd annual Eloqua Experience Europe, taking place 20-21 June 2011 at the Park Plaza Westminster Bridge. Looking to get started with Eloqua? Already a marketing rockstar? The event will offer the latest insights and best practices in new marketing automation trends, and showcase advancements in Eloqua’s latest technological capabilities to help boost your revenue engine.

Agenda sneak peak. Three tracks of exciting session content:

Imagine It: Dream big and think outside that plain ol’box. This track features strategic vision and helps you focus on what’s next for your organization.

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The Revenue Performance Management Roadmap

At the first annual DemandCon event held just a few short weeks ago in SF, the C&A team proudly brings back new developments and insights into the category of Revenue Performance Management (RPM).

Click here to get in-depth access into Erin Rampey’s findings: A key note speaker at DemandCon and the Marketing Automation Manager at NetApp who attributes the success of the $4 billion enterprise to key RPM disciplines.

The C&A definition of RPM:

“A set of disciplines that strengthen the sales and marketing process and allow companies to utilize real, tangible measurement and analysis gained from sales pipeline data extraction to make better decisions and more accurate quarterly projects in revenue growth.”

Erin spoke about the 5 pillars of revenue performance management that today account for the current state of RPM after a 10 year evolution in marketing automation via Eloqua.

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The Cost of Bad Data

Our very own Mike MacFarlane, Senior Marketing Consultant of Couch & Associates had the pleasure of speaking at Eloqua’s “It’s All About Revenue” Success Tour in Toronto yesterday on the topic of data.  While data might not be the “coolest” topic to talk about, it is something that is near and dear to many marketers’ hearts.  Having bad data to work with makes our life harder as a marketer; everything from reporting, segmentation, lead scoring and lead nurturing.

For those of you that were not able to attend, here are the three key takeaways from his presentation:

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