Let Revenue Be Your Guide
Generating leads and targeting accounts are tactics.
Revenue Driven Marketing uses revenue goals to guide your every marketing move.
Lead With Revenue
Traditionally B2B Marketing has been lead driven. To build a plan, last quarter’s conversion rates are dropped into a spreadsheet to calculate the volume of leads needed this quarter. Then Marketing runs programs to generate enough leads. The results were high volume but low quality.
Lead-driven marketing no longer works. B2B buyers have changed and competitors have gotten smarter. Marketing must adapt.
Revenue-driven marketing uses corporate revenue goals to create a marketing plan from the top down, where every decision is aimed at revenue contribution and based on real-time performance. Results are tracked and forecast to spot shortfalls and opportunities, in this and future quarters, down to the segment level. The plan is then continuously optimized to double-down on revenue success and uncover hidden pipeline in the marketing database.
Reach Your Marketing Goals At Every Level
Build an agile marketing plan using intelligent guidance to reach revenue goals.
CMO’s are wearing more hats, managing more data, and controlling more spend — all while facing more pressure to deliver revenue. But, when building a marketing plan, they only have old conversion rates to estimate future performance. The result is missed goals, segment-level shortfalls, and no insight into where marketing should focus.
It’s no wonder CMO tenures are so short.
Fortella lets you build a dynamic marketing plan that feeds the pipeline today with an eye on meeting revenue goals tomorrow. It uses marketing and CRM data to forecast revenue by segment, and then shows you where Marketing must focus to close revenue gaps before it’s too late.
Fortella gives CMOs
An agile marketing plan based on real-time pipeline performance and granular corporate revenue goals
Guidance to optimize marketing activities and aim resources where they’ll have the most impact
Pipeline forecasts based on real results to see and address shortfalls before it’s too late
Use real-time insights to optimize your marketing mix and attract the right revenue.
Demand Generation has always been a lead-driven role, but they’re now being pushed to a revenue-driven model. That’s a difficult transition, especially when their tools and tactics are still aimed at generating lead volumes. What’s needed is targeted acquisition guided by comprehensive segment, persona, and lead insights.
Fortella aims Demand Generation at revenue with real-time insights into the effect of programs and campaigns on revenue goals and pipeline conversions. It uses current sales and marketing data to identify gaps by segment, guide activities based on time-to-close and revenue shortfalls, and highlight the personas crucial to advancing segment-level opportunities.
Fortella gives CMOs
Insights to see which tactics have the most revenue impact across segments and where hidden pipeline can quickly fill revenue gaps
Account- and persona-level performance tracking to create more engaging campaigns at every stage
Integration with the marketing stack to quickly fill coverage gaps, develop targeted lists, and improve program ROI and efficiency
Deliver a robust marketing database, updated in real-time, to ensure Marketing's continued success.
As the pressure on Marketing becomes more intense, dirty, stale, and inaccurate data can put a drag on performance, slow progress, and allow more low-quality leads into the pipeline. But eliminating this noise and creating a clean data foundation isn’t easy, and it falls on Marketing and Sales Operations to build a clean data foundation. And, the explosion of point solutions across the sales and marketing stacks exacerbates the issue of poor data quality.
Fortella provides a unified platform for Operations to consolidate, cleanse, and augment go-to-market data, regardless of where it currently resides. It ensures Marketing is always working from clean, current data, and that targeting will be both accurate and effective in the pursuit of revenue.
Fortella gives Marketing and Sales Operations
A clean, dependable, and high-quality marketing database to generate accurate targeted lists and dashboards
Real-time visibility into omnichannel engagement by segment, persona, and account to make better, revenue-driven decisions
An authentic, data-based connection between Marketing’s actions, the resulting revenue impact, and the contribution to overall corporate goals
