Adoption of a new strategy or vision is characterized by execution of the detailed plan . The strategy has been accepted by the organization , everyone agrees to what must happen , a clear plan of action is in place , and everyone knows what is happening next . During this stage , team members are learning what they don ’ t already know . New processes are being developed and outcomes of implementation are defined .
The outcome of this stage is a cohesive effort across all key stakeholders in Revenue Marketing .
Action Guide :
1 . As part of continuous improvement and learning what you did not know , constantly review and tweak roles , processes , and use of technology .
2 . Build in accountability and goal alignment with sales .
3 . Be transparent in driving results .
Advocate : The final stage of change occurs when the original strategy or vision becomes engrained in the culture and the people become advocates of their new normal . Executives and team members alike recognize that it is their responsibility to challenge the status quo in the interest of constant improvement and the desire to be on the cutting edge . It is in this stage where innovation occurs . When the strategy or vision becomes the new status-quo , advocacy is born .
Marketing has a key role on the Revenue Team and the company now has a new way to drive and predict top-line revenue growth .
The outcome of this stage is marketing now has a repeatable , predictable and scalable revenue engine .
Action Guide : 1 . Create an environment of innovation and reward it .
2 . Create or provide opportunities to showcase your journey and shared successes – either at tradeshows , vendor sponsored speaking engagements , award submissions , or industry leading events .
3 . Benchmark your results with other industry leaders through collaborative marketing organizations ; identify opportunities to make improvements .
I wrote this article to help marketing executives consciously look at change and how they are managing it . The role of marketing is forever changed because of new technologies and new customer behavior . Marketing leaders are in the front line of responding to this new environment and are pioneers in redefining the role of marketing as it relates to revenue creation and customer engagement . It ’ s never been a better time to be a Revenue Marketer ®.
Debbie is author of the award winning book – “ Rise of the Revenue Marketer ,” Chancellor of Revenue Marketing University , and host of WRMR Power TalkRadio for Revenue Marketing Leaders , which showcases marketing executives from companies like GE and Microsoft sharing advice on marketing transformation . A PhD candidate , Debbie also teaches an MBA course at College of William & Mary on Revenue Marketing . In March 2016 Kapost named Debbie among the Top 40 Most Inspiring Women in Marketing . In February 2016 SLMA named Debbie one of the Top 40 Most Inspiring in Sales Lead Management . Connect with Debbie via LinkedIn , email : Debbie @ Pedowitzgroup . com or phone : 770-331-4443 .
16 Strictly Marketing Magazine September / October 2016