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Enterprise Inbound Marketing Process: Revenue Performance Management

Posted by John McTigue

Revenue Performance Management (RPM—yes, there's another acronym) is not just a buzz word, nor is it just another tool to tack onto your marketing automation and CRM platform. As Bob Thompson said in his excellent review, "RPM is a technology-enabled strategy to increase total revenue productivity. Period." RPM is a solution to one of the most deep-seated problems in marketing—how to report marketing results in a way that makes sense to the C-Suite and show the value of marketing in real dollars and cents. When you think about it, this is a simple formula. Marketing attracts leads, helps to qualify them and hands them off to sales. Sales closes the deals and reports the revenues each month. All we have to do is connect sales and marketing in several important ways.