Maximum Revenue: What Can RPM Do For You?

MAXIMUM REVENUE WHAT CAN RPM DO FOR YOU? Revenue Performance Management (RPM): is a revolutionary way of setting up your business to achieve maximum revenue. It involves your marketing and sales teams calling a truce and coming together to create new processes with the same goal in mind: generating revenue. Read on to learn what your peers say. Consider this: RPM COMPANIES ACHIEVE 102% OF THEIR REVENUE TARGET! REVENUE PERFORMANCE MATURITY: HOW GROWN UP IS YOUR COMPANY? Most companies land somewhere in the following four levels of revenue performance maturity. LEAST MATURE MOST MATURE REVENUE PERFORIMANCE MANAGEMENT INTEGRATED PIPELINE DEMAND GENERATION TRADITIONAL MARKETING In the highest stage, companies run coordinated, optimized, multi-channel campaigns that are Here, we start seeing more personalized to each prospect and sophisticated segmentation, lead nurturing, and lead scoring emerge; as well as much more integrated their buyer's journey. Marketing and sales work together as a single Marketing is characterized as a series of campaigns that follow a strategy, but often broad and each requires lots of effort. team across every stage of the revenue cycle, and seamlessly pass leads - and resources - between them as necessary. And, companies disciplined ROI processes include planning for ROI processes between marketing and sales, and the ability to measure ROI Limited planning and low targeting; immature sales and marketing alignment with limited closed-loop lead and revenue of each program. There is decent coordination between marketing and sales with basic lead scoring, but they operate as distinct, separate processes; unsophisticated marketing ROI measurement measurement up front, the ability to attribute pipeline and revenue functions. And there is moderate visibility into marketing metrics, for each deal across multiple programs, and the ability to forecast the impact marketing will but the metrics are only loosely tied to revenue. have on revenue in future periods. Marketing and sales executives are always asking their organizations questions such as: How much should we be investing in marketing as a percent of revenue? How much time should sales spend on revenue-driving activities versus administration? What percent of pipeline should marketing drive for sales? Most importantly, what are the best practices of the companies with the highest growth and most productive revenue engines? These practices are what comprise the RPM strategy. What conversion rates should we expect for marketing leads into revenue? THANKS TO THE RPM BENCHMARK SURVEY, WE KNOW WHICH MODEL OF REVENUE MANAGEMENT WORKS BEST. RPM BENCHMARK: HOW DO YOU RATE AMONGST YOUR PEERS? Based on the survey results of 411 company respondents, here is the percentage breakdown of revenue performance maturity: Percentage of Target Revenue Plan Achieved Over the Last 12 Months: 82% 102% 73% 76% 53% 43% 31% 16% 9% Demand Generation Traditional Marketing Integrated Pipeline RPM Average Traditional Demand Generation Integrated Marketing RPM Marketing RPM: HELPING SALES PEOPLE AND MARKETERS DO THEIR JOBS BETTER Q: What percent of pipeline should marketing drive for sales? Q: How much time should sales spend on revenue-driving activities versus administration? In an ideal world, the sales team has no involvement in the business of generating leads-it's the marketing department that is responsible for getting leads into the sales pipeline. The RPM model makes this dream closer to a reality than others. Percentage of Sales Reps' Time Spent Directly on Selling 72% 55% 60% 57% 49% Percentage of Pipeline Sourced by Marketing 52% 47% 39% Demand Generation Integrated Marketing Traditional RPM Average 36% Marketing 19% Integrated Marketing Traditional Demand Generation RPM Average Marketing With RPM, Marketing Pays Higher Dividends Q: How much should we be investing in marketing as a percent of revenue? Sales Qualified Opportunity (SQL) Conversion to Closed Won Customer Marketing Budget Ratio (Total Marketing Budget as a % of Revenue) 40% 22% 27% 25% 19% 10% 11% 11% 13% 11% Traditional Marketing Average Demand Generation Integrated Marketing Traditional Marketing RPM Demand Generation Integrated Marketing RPM Average THE BENEFITS OF RPM: BETTER PROCESS = BETTER RESULTS When marketing takes a larger share of responsibility for pipeline generation and uses lead nurturing and lead scoring to help sales focus on the hottest leads and opportunities, it frees sales to focus time on productive activities such as selling. The more mature a company is in terms of revenue performance, the more likely it is to say that RPM programs are driving more qualified leads, improving conversion of lead to opportunity, raising win rates, and lowering customer acquisition costs. Created by Source: 2012 Marketo RPM Benchmark Survey FIVE Marketo COLUMN MAXIMUM REVENUE WHAT CAN RPM DO FOR YOU? Revenue Performance Management (RPM): is a revolutionary way of setting up your business to achieve maximum revenue. It involves your marketing and sales teams calling a truce and coming together to create new processes with the same goal in mind: generating revenue. Read on to learn what your peers say. Consider this: RPM COMPANIES ACHIEVE 102% OF THEIR REVENUE TARGET! REVENUE PERFORMANCE MATURITY: HOW GROWN UP IS YOUR COMPANY? Most companies land somewhere in the following four levels of revenue performance maturity. LEAST MATURE MOST MATURE REVENUE PERFORIMANCE MANAGEMENT INTEGRATED PIPELINE DEMAND GENERATION TRADITIONAL MARKETING In the highest stage, companies run coordinated, optimized, multi-channel campaigns that are Here, we start seeing more personalized to each prospect and sophisticated segmentation, lead nurturing, and lead scoring emerge; as well as much more integrated their buyer's journey. Marketing and sales work together as a single Marketing is characterized as a series of campaigns that follow a strategy, but often broad and each requires lots of effort. team across every stage of the revenue cycle, and seamlessly pass leads - and resources - between them as necessary. And, companies disciplined ROI processes include planning for ROI processes between marketing and sales, and the ability to measure ROI Limited planning and low targeting; immature sales and marketing alignment with limited closed-loop lead and revenue of each program. There is decent coordination between marketing and sales with basic lead scoring, but they operate as distinct, separate processes; unsophisticated marketing ROI measurement measurement up front, the ability to attribute pipeline and revenue functions. And there is moderate visibility into marketing metrics, for each deal across multiple programs, and the ability to forecast the impact marketing will but the metrics are only loosely tied to revenue. have on revenue in future periods. Marketing and sales executives are always asking their organizations questions such as: How much should we be investing in marketing as a percent of revenue? How much time should sales spend on revenue-driving activities versus administration? What percent of pipeline should marketing drive for sales? Most importantly, what are the best practices of the companies with the highest growth and most productive revenue engines? These practices are what comprise the RPM strategy. What conversion rates should we expect for marketing leads into revenue? THANKS TO THE RPM BENCHMARK SURVEY, WE KNOW WHICH MODEL OF REVENUE MANAGEMENT WORKS BEST. RPM BENCHMARK: HOW DO YOU RATE AMONGST YOUR PEERS? Based on the survey results of 411 company respondents, here is the percentage breakdown of revenue performance maturity: Percentage of Target Revenue Plan Achieved Over the Last 12 Months: 82% 102% 73% 76% 53% 43% 31% 16% 9% Demand Generation Traditional Marketing Integrated Pipeline RPM Average Traditional Demand Generation Integrated Marketing RPM Marketing RPM: HELPING SALES PEOPLE AND MARKETERS DO THEIR JOBS BETTER Q: What percent of pipeline should marketing drive for sales? Q: How much time should sales spend on revenue-driving activities versus administration? In an ideal world, the sales team has no involvement in the business of generating leads-it's the marketing department that is responsible for getting leads into the sales pipeline. The RPM model makes this dream closer to a reality than others. Percentage of Sales Reps' Time Spent Directly on Selling 72% 55% 60% 57% 49% Percentage of Pipeline Sourced by Marketing 52% 47% 39% Demand Generation Integrated Marketing Traditional RPM Average 36% Marketing 19% Integrated Marketing Traditional Demand Generation RPM Average Marketing With RPM, Marketing Pays Higher Dividends Q: How much should we be investing in marketing as a percent of revenue? Sales Qualified Opportunity (SQL) Conversion to Closed Won Customer Marketing Budget Ratio (Total Marketing Budget as a % of Revenue) 40% 22% 27% 25% 19% 10% 11% 11% 13% 11% Traditional Marketing Average Demand Generation Integrated Marketing Traditional Marketing RPM Demand Generation Integrated Marketing RPM Average THE BENEFITS OF RPM: BETTER PROCESS = BETTER RESULTS When marketing takes a larger share of responsibility for pipeline generation and uses lead nurturing and lead scoring to help sales focus on the hottest leads and opportunities, it frees sales to focus time on productive activities such as selling. The more mature a company is in terms of revenue performance, the more likely it is to say that RPM programs are driving more qualified leads, improving conversion of lead to opportunity, raising win rates, and lowering customer acquisition costs. Created by Source: 2012 Marketo RPM Benchmark Survey FIVE Marketo COLUMN MAXIMUM REVENUE WHAT CAN RPM DO FOR YOU? Revenue Performance Management (RPM): is a revolutionary way of setting up your business to achieve maximum revenue. It involves your marketing and sales teams calling a truce and coming together to create new processes with the same goal in mind: generating revenue. Read on to learn what your peers say. Consider this: RPM COMPANIES ACHIEVE 102% OF THEIR REVENUE TARGET! REVENUE PERFORMANCE MATURITY: HOW GROWN UP IS YOUR COMPANY? Most companies land somewhere in the following four levels of revenue performance maturity. LEAST MATURE MOST MATURE REVENUE PERFORIMANCE MANAGEMENT INTEGRATED PIPELINE DEMAND GENERATION TRADITIONAL MARKETING In the highest stage, companies run coordinated, optimized, multi-channel campaigns that are Here, we start seeing more personalized to each prospect and sophisticated segmentation, lead nurturing, and lead scoring emerge; as well as much more integrated their buyer's journey. Marketing and sales work together as a single Marketing is characterized as a series of campaigns that follow a strategy, but often broad and each requires lots of effort. team across every stage of the revenue cycle, and seamlessly pass leads - and resources - between them as necessary. And, companies disciplined ROI processes include planning for ROI processes between marketing and sales, and the ability to measure ROI Limited planning and low targeting; immature sales and marketing alignment with limited closed-loop lead and revenue of each program. There is decent coordination between marketing and sales with basic lead scoring, but they operate as distinct, separate processes; unsophisticated marketing ROI measurement measurement up front, the ability to attribute pipeline and revenue functions. And there is moderate visibility into marketing metrics, for each deal across multiple programs, and the ability to forecast the impact marketing will but the metrics are only loosely tied to revenue. have on revenue in future periods. Marketing and sales executives are always asking their organizations questions such as: How much should we be investing in marketing as a percent of revenue? How much time should sales spend on revenue-driving activities versus administration? What percent of pipeline should marketing drive for sales? Most importantly, what are the best practices of the companies with the highest growth and most productive revenue engines? These practices are what comprise the RPM strategy. What conversion rates should we expect for marketing leads into revenue? THANKS TO THE RPM BENCHMARK SURVEY, WE KNOW WHICH MODEL OF REVENUE MANAGEMENT WORKS BEST. RPM BENCHMARK: HOW DO YOU RATE AMONGST YOUR PEERS? Based on the survey results of 411 company respondents, here is the percentage breakdown of revenue performance maturity: Percentage of Target Revenue Plan Achieved Over the Last 12 Months: 82% 102% 73% 76% 53% 43% 31% 16% 9% Demand Generation Traditional Marketing Integrated Pipeline RPM Average Traditional Demand Generation Integrated Marketing RPM Marketing RPM: HELPING SALES PEOPLE AND MARKETERS DO THEIR JOBS BETTER Q: What percent of pipeline should marketing drive for sales? Q: How much time should sales spend on revenue-driving activities versus administration? In an ideal world, the sales team has no involvement in the business of generating leads-it's the marketing department that is responsible for getting leads into the sales pipeline. The RPM model makes this dream closer to a reality than others. Percentage of Sales Reps' Time Spent Directly on Selling 72% 55% 60% 57% 49% Percentage of Pipeline Sourced by Marketing 52% 47% 39% Demand Generation Integrated Marketing Traditional RPM Average 36% Marketing 19% Integrated Marketing Traditional Demand Generation RPM Average Marketing With RPM, Marketing Pays Higher Dividends Q: How much should we be investing in marketing as a percent of revenue? Sales Qualified Opportunity (SQL) Conversion to Closed Won Customer Marketing Budget Ratio (Total Marketing Budget as a % of Revenue) 40% 22% 27% 25% 19% 10% 11% 11% 13% 11% Traditional Marketing Average Demand Generation Integrated Marketing Traditional Marketing RPM Demand Generation Integrated Marketing RPM Average THE BENEFITS OF RPM: BETTER PROCESS = BETTER RESULTS When marketing takes a larger share of responsibility for pipeline generation and uses lead nurturing and lead scoring to help sales focus on the hottest leads and opportunities, it frees sales to focus time on productive activities such as selling. The more mature a company is in terms of revenue performance, the more likely it is to say that RPM programs are driving more qualified leads, improving conversion of lead to opportunity, raising win rates, and lowering customer acquisition costs. Created by Source: 2012 Marketo RPM Benchmark Survey FIVE Marketo COLUMN MAXIMUM REVENUE WHAT CAN RPM DO FOR YOU? Revenue Performance Management (RPM): is a revolutionary way of setting up your business to achieve maximum revenue. It involves your marketing and sales teams calling a truce and coming together to create new processes with the same goal in mind: generating revenue. Read on to learn what your peers say. Consider this: RPM COMPANIES ACHIEVE 102% OF THEIR REVENUE TARGET! REVENUE PERFORMANCE MATURITY: HOW GROWN UP IS YOUR COMPANY? Most companies land somewhere in the following four levels of revenue performance maturity. LEAST MATURE MOST MATURE REVENUE PERFORIMANCE MANAGEMENT INTEGRATED PIPELINE DEMAND GENERATION TRADITIONAL MARKETING In the highest stage, companies run coordinated, optimized, multi-channel campaigns that are Here, we start seeing more personalized to each prospect and sophisticated segmentation, lead nurturing, and lead scoring emerge; as well as much more integrated their buyer's journey. Marketing and sales work together as a single Marketing is characterized as a series of campaigns that follow a strategy, but often broad and each requires lots of effort. team across every stage of the revenue cycle, and seamlessly pass leads - and resources - between them as necessary. And, companies disciplined ROI processes include planning for ROI processes between marketing and sales, and the ability to measure ROI Limited planning and low targeting; immature sales and marketing alignment with limited closed-loop lead and revenue of each program. There is decent coordination between marketing and sales with basic lead scoring, but they operate as distinct, separate processes; unsophisticated marketing ROI measurement measurement up front, the ability to attribute pipeline and revenue functions. And there is moderate visibility into marketing metrics, for each deal across multiple programs, and the ability to forecast the impact marketing will but the metrics are only loosely tied to revenue. have on revenue in future periods. Marketing and sales executives are always asking their organizations questions such as: How much should we be investing in marketing as a percent of revenue? How much time should sales spend on revenue-driving activities versus administration? What percent of pipeline should marketing drive for sales? Most importantly, what are the best practices of the companies with the highest growth and most productive revenue engines? These practices are what comprise the RPM strategy. What conversion rates should we expect for marketing leads into revenue? THANKS TO THE RPM BENCHMARK SURVEY, WE KNOW WHICH MODEL OF REVENUE MANAGEMENT WORKS BEST. RPM BENCHMARK: HOW DO YOU RATE AMONGST YOUR PEERS? Based on the survey results of 411 company respondents, here is the percentage breakdown of revenue performance maturity: Percentage of Target Revenue Plan Achieved Over the Last 12 Months: 82% 102% 73% 76% 53% 43% 31% 16% 9% Demand Generation Traditional Marketing Integrated Pipeline RPM Average Traditional Demand Generation Integrated Marketing RPM Marketing RPM: HELPING SALES PEOPLE AND MARKETERS DO THEIR JOBS BETTER Q: What percent of pipeline should marketing drive for sales? Q: How much time should sales spend on revenue-driving activities versus administration? In an ideal world, the sales team has no involvement in the business of generating leads-it's the marketing department that is responsible for getting leads into the sales pipeline. The RPM model makes this dream closer to a reality than others. Percentage of Sales Reps' Time Spent Directly on Selling 72% 55% 60% 57% 49% Percentage of Pipeline Sourced by Marketing 52% 47% 39% Demand Generation Integrated Marketing Traditional RPM Average 36% Marketing 19% Integrated Marketing Traditional Demand Generation RPM Average Marketing With RPM, Marketing Pays Higher Dividends Q: How much should we be investing in marketing as a percent of revenue? Sales Qualified Opportunity (SQL) Conversion to Closed Won Customer Marketing Budget Ratio (Total Marketing Budget as a % of Revenue) 40% 22% 27% 25% 19% 10% 11% 11% 13% 11% Traditional Marketing Average Demand Generation Integrated Marketing Traditional Marketing RPM Demand Generation Integrated Marketing RPM Average THE BENEFITS OF RPM: BETTER PROCESS = BETTER RESULTS When marketing takes a larger share of responsibility for pipeline generation and uses lead nurturing and lead scoring to help sales focus on the hottest leads and opportunities, it frees sales to focus time on productive activities such as selling. The more mature a company is in terms of revenue performance, the more likely it is to say that RPM programs are driving more qualified leads, improving conversion of lead to opportunity, raising win rates, and lowering customer acquisition costs. Created by Source: 2012 Marketo RPM Benchmark Survey FIVE Marketo COLUMN MAXIMUM REVENUE WHAT CAN RPM DO FOR YOU? Revenue Performance Management (RPM): is a revolutionary way of setting up your business to achieve maximum revenue. It involves your marketing and sales teams calling a truce and coming together to create new processes with the same goal in mind: generating revenue. Read on to learn what your peers say. Consider this: RPM COMPANIES ACHIEVE 102% OF THEIR REVENUE TARGET! REVENUE PERFORMANCE MATURITY: HOW GROWN UP IS YOUR COMPANY? Most companies land somewhere in the following four levels of revenue performance maturity. LEAST MATURE MOST MATURE REVENUE PERFORIMANCE MANAGEMENT INTEGRATED PIPELINE DEMAND GENERATION TRADITIONAL MARKETING In the highest stage, companies run coordinated, optimized, multi-channel campaigns that are Here, we start seeing more personalized to each prospect and sophisticated segmentation, lead nurturing, and lead scoring emerge; as well as much more integrated their buyer's journey. Marketing and sales work together as a single Marketing is characterized as a series of campaigns that follow a strategy, but often broad and each requires lots of effort. team across every stage of the revenue cycle, and seamlessly pass leads - and resources - between them as necessary. And, companies disciplined ROI processes include planning for ROI processes between marketing and sales, and the ability to measure ROI Limited planning and low targeting; immature sales and marketing alignment with limited closed-loop lead and revenue of each program. There is decent coordination between marketing and sales with basic lead scoring, but they operate as distinct, separate processes; unsophisticated marketing ROI measurement measurement up front, the ability to attribute pipeline and revenue functions. And there is moderate visibility into marketing metrics, for each deal across multiple programs, and the ability to forecast the impact marketing will but the metrics are only loosely tied to revenue. have on revenue in future periods. Marketing and sales executives are always asking their organizations questions such as: How much should we be investing in marketing as a percent of revenue? How much time should sales spend on revenue-driving activities versus administration? What percent of pipeline should marketing drive for sales? Most importantly, what are the best practices of the companies with the highest growth and most productive revenue engines? These practices are what comprise the RPM strategy. What conversion rates should we expect for marketing leads into revenue? THANKS TO THE RPM BENCHMARK SURVEY, WE KNOW WHICH MODEL OF REVENUE MANAGEMENT WORKS BEST. RPM BENCHMARK: HOW DO YOU RATE AMONGST YOUR PEERS? Based on the survey results of 411 company respondents, here is the percentage breakdown of revenue performance maturity: Percentage of Target Revenue Plan Achieved Over the Last 12 Months: 82% 102% 73% 76% 53% 43% 31% 16% 9% Demand Generation Traditional Marketing Integrated Pipeline RPM Average Traditional Demand Generation Integrated Marketing RPM Marketing RPM: HELPING SALES PEOPLE AND MARKETERS DO THEIR JOBS BETTER Q: What percent of pipeline should marketing drive for sales? Q: How much time should sales spend on revenue-driving activities versus administration? In an ideal world, the sales team has no involvement in the business of generating leads-it's the marketing department that is responsible for getting leads into the sales pipeline. The RPM model makes this dream closer to a reality than others. Percentage of Sales Reps' Time Spent Directly on Selling 72% 55% 60% 57% 49% Percentage of Pipeline Sourced by Marketing 52% 47% 39% Demand Generation Integrated Marketing Traditional RPM Average 36% Marketing 19% Integrated Marketing Traditional Demand Generation RPM Average Marketing With RPM, Marketing Pays Higher Dividends Q: How much should we be investing in marketing as a percent of revenue? Sales Qualified Opportunity (SQL) Conversion to Closed Won Customer Marketing Budget Ratio (Total Marketing Budget as a % of Revenue) 40% 22% 27% 25% 19% 10% 11% 11% 13% 11% Traditional Marketing Average Demand Generation Integrated Marketing Traditional Marketing RPM Demand Generation Integrated Marketing RPM Average THE BENEFITS OF RPM: BETTER PROCESS = BETTER RESULTS When marketing takes a larger share of responsibility for pipeline generation and uses lead nurturing and lead scoring to help sales focus on the hottest leads and opportunities, it frees sales to focus time on productive activities such as selling. The more mature a company is in terms of revenue performance, the more likely it is to say that RPM programs are driving more qualified leads, improving conversion of lead to opportunity, raising win rates, and lowering customer acquisition costs. Created by Source: 2012 Marketo RPM Benchmark Survey FIVE Marketo COLUMN MAXIMUM REVENUE WHAT CAN RPM DO FOR YOU? Revenue Performance Management (RPM): is a revolutionary way of setting up your business to achieve maximum revenue. It involves your marketing and sales teams calling a truce and coming together to create new processes with the same goal in mind: generating revenue. Read on to learn what your peers say. Consider this: RPM COMPANIES ACHIEVE 102% OF THEIR REVENUE TARGET! REVENUE PERFORMANCE MATURITY: HOW GROWN UP IS YOUR COMPANY? Most companies land somewhere in the following four levels of revenue performance maturity. LEAST MATURE MOST MATURE REVENUE PERFORIMANCE MANAGEMENT INTEGRATED PIPELINE DEMAND GENERATION TRADITIONAL MARKETING In the highest stage, companies run coordinated, optimized, multi-channel campaigns that are Here, we start seeing more personalized to each prospect and sophisticated segmentation, lead nurturing, and lead scoring emerge; as well as much more integrated their buyer's journey. Marketing and sales work together as a single Marketing is characterized as a series of campaigns that follow a strategy, but often broad and each requires lots of effort. team across every stage of the revenue cycle, and seamlessly pass leads - and resources - between them as necessary. And, companies disciplined ROI processes include planning for ROI processes between marketing and sales, and the ability to measure ROI Limited planning and low targeting; immature sales and marketing alignment with limited closed-loop lead and revenue of each program. There is decent coordination between marketing and sales with basic lead scoring, but they operate as distinct, separate processes; unsophisticated marketing ROI measurement measurement up front, the ability to attribute pipeline and revenue functions. And there is moderate visibility into marketing metrics, for each deal across multiple programs, and the ability to forecast the impact marketing will but the metrics are only loosely tied to revenue. have on revenue in future periods. Marketing and sales executives are always asking their organizations questions such as: How much should we be investing in marketing as a percent of revenue? How much time should sales spend on revenue-driving activities versus administration? What percent of pipeline should marketing drive for sales? Most importantly, what are the best practices of the companies with the highest growth and most productive revenue engines? These practices are what comprise the RPM strategy. What conversion rates should we expect for marketing leads into revenue? THANKS TO THE RPM BENCHMARK SURVEY, WE KNOW WHICH MODEL OF REVENUE MANAGEMENT WORKS BEST. RPM BENCHMARK: HOW DO YOU RATE AMONGST YOUR PEERS? Based on the survey results of 411 company respondents, here is the percentage breakdown of revenue performance maturity: Percentage of Target Revenue Plan Achieved Over the Last 12 Months: 82% 102% 73% 76% 53% 43% 31% 16% 9% Demand Generation Traditional Marketing Integrated Pipeline RPM Average Traditional Demand Generation Integrated Marketing RPM Marketing RPM: HELPING SALES PEOPLE AND MARKETERS DO THEIR JOBS BETTER Q: What percent of pipeline should marketing drive for sales? Q: How much time should sales spend on revenue-driving activities versus administration? In an ideal world, the sales team has no involvement in the business of generating leads-it's the marketing department that is responsible for getting leads into the sales pipeline. The RPM model makes this dream closer to a reality than others. Percentage of Sales Reps' Time Spent Directly on Selling 72% 55% 60% 57% 49% Percentage of Pipeline Sourced by Marketing 52% 47% 39% Demand Generation Integrated Marketing Traditional RPM Average 36% Marketing 19% Integrated Marketing Traditional Demand Generation RPM Average Marketing With RPM, Marketing Pays Higher Dividends Q: How much should we be investing in marketing as a percent of revenue? Sales Qualified Opportunity (SQL) Conversion to Closed Won Customer Marketing Budget Ratio (Total Marketing Budget as a % of Revenue) 40% 22% 27% 25% 19% 10% 11% 11% 13% 11% Traditional Marketing Average Demand Generation Integrated Marketing Traditional Marketing RPM Demand Generation Integrated Marketing RPM Average THE BENEFITS OF RPM: BETTER PROCESS = BETTER RESULTS When marketing takes a larger share of responsibility for pipeline generation and uses lead nurturing and lead scoring to help sales focus on the hottest leads and opportunities, it frees sales to focus time on productive activities such as selling. The more mature a company is in terms of revenue performance, the more likely it is to say that RPM programs are driving more qualified leads, improving conversion of lead to opportunity, raising win rates, and lowering customer acquisition costs. Created by Source: 2012 Marketo RPM Benchmark Survey FIVE Marketo COLUMN