All posts tagged RPM

What is Revenue Performance Management?

Revenue Performance Management

Revenue Performance Management (RPM) is an emerging strategy that focuses on optimizing interactions with potential buyers across the entire revenue cycle and generating more predictable and rapid revenue growth.  According to Eloqua, RPM is a strategy for managing a company’s interactions with buyers through the entire purchase process to enable dramatically more predictable, rapid and profitable revenue growth.  Using RPM principles, fast growing companies can identify the drivers and impediments to revenue, rigorously measure them, and pull economic levers that will optimize revenue production.    According to Bob Thompson at, RPM is a technology-enabled strategy to increase total revenue productivity.  The idea behind RPM, is to better track, measure and optimize, the relationship between what goes in sales and marketing and the revenue of your business.  Continue reading →

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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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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