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Revenue Performance Management

Best Practices
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Each year, various business magazines ceremoniously unveil their Fastest Growing Companies lists. The companion profiles typically attribute the catalyst to broad and amorphous differentiators like leadership, innovation, and culture.
 
The truth is far more specific.
 
Over the past few years, Oracle has studied the revenue performance of a wide range of companies. We have identified a small group of companies that consistently outperform and outcompete their peers.
 
It’s not luck. These companies use Revenue Performance Management.
 
Revenue Performance Management (RPM) is a systematic approach to identifying the drivers and impediments to revenue, rigorously measuring them, and then pulling the economic levers that will optimize marketing ROI and top line growth.

As a business strategy, RPM requires the right mix of people, process, and technology in order to drive real revenue growth. Marketing software is certainly one enabling technology, but not the only. After all, businesses use all kinds of tools and services to drive revenue—from social media tracking tools to website analytics to sales force automation. But even more important than investing in technology is the development of business practices that are universally accepted and adhered to.
 
The pattern that emerges among best in class adopters of RPM shows the following four business practices are key to a successful RPM strategy:
 
1. Modeling the integrated sales and marketing funnel
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2. Continuous improvement through industry benchmarking
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3. Making data actionable with deep analytics.

4. Long-term forecasting to identify future revenue opportunities.
 
 

Why You Need To Be A Modern Marketer: The Business Impact of Marketing Maturity in the Age of the Consumer

Forrester found most companies are in the process of evolving marketing practices, but on average they are only about halfway to the goal of becoming customer obsessed. This report looks at the US & Europe markets.
 
The study found that marketing maturity has an impact on the business, marketing practices remain immature, and only 11% scored well enough to be considered a Modern Marketer. See detailed results and insights in this white paper download.

The CMO Dilemma: Bridging the Gap Between Love and Money

Modern marketers are tasked with a daunting challenge. They must balance the needs and priorities of sharing customer love in the marketplace with making money to satisfy the C-suite and investors. They need to meet and exceed the expectations of empowered customers while adding shareholder value. Aberdeen surveyed more than 200 businesses about this key issue. Find out how top performing CMOs are able to overcome this challenge by using journey management, omni-channel, and analytics as key ingredients of their activities.

Five Ways Marketing Can Drive Higher Online Commerce

What if we told you that commerce and marketing platforms no
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CMO Solution Guide to Leveraging New Technology & Marketing Platforms

As the marketer’s role continues to morph at light speed in an attempt to deliver a seamless positive customer experience across all touch points, so does the technology underneath and the associated headaches. Here are CMO peer solutions and a collective perspective on how CMOs are tackling this issue.