Weekend Reading: “Rise of the Revenue Marketer” by Debbie Qaqish
Are you a B2B marketer with aspirations to remain one for the foreseeable future? You’re going to need to become a revenue marketer if you’re not already.
Revenue marketing is the strategy that transforms marketing from a cost center to a revenue center. Revenue is the language that management speaks, and revenue marketing is getting marketers a seat at the table and working synergistically with their sales counterparts.
Rise of the Revenue Marketer explains that all companies are in one of four stages of the Revenue Marketing Journey, and how to advance from one to the next. It will also help you understand why revenue marketers are in such high demand.
I wrote this book for the B2B marketing executive who is responsible for:
- identifying, creating, and executing a Revenue Marketing strategy;
- demonstrating direct revenue results and a realistic ROI ; and
- transforming marketing from a cost center to a revenue center.
Today’s B2B marketing executive is working in a world that is changing faster than the pace at which marketing can adjust. New technologies such as marketing automation have dramatically changed the role of marketing in the revenue equation. Marketing leaders need to effectively and quickly embrace and optimize these new dynamics.
As I am watching this market mature, I see plenty of education for marketers at the tactical level. What I don’t see is education, best practices, or even a basic playbook written just for the executive Revenue Marketer. A playbook that marketing leaders can use to move revenue marketing from an innovative strategy to a well-executed, multifaceted, and multi-year plan for transforming marketing. This book is such a Playbook . What you won’t see is a list of Top 5 email best practices or Top 10 ways to improve campaign effectiveness. This is not a tactical book.
A bit more about the book…