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Morphing From Technology and Corporate Marketing to “Revenue Marketing”

Posted on June 23, 2014 by Glenn Gow

With so much information available through the web, social media and an abundance of other channels, buyers no longer need sales representatives for information. The greatest number of steps on a buyer’s journey today takes place before they ever meet a rep. Consequently, corporate marketing teams are now responsible not only for finding, understanding, profiling and nurturing leads, but also for including and informing sales, so that prospects lead to revenue.

Kay Kienast, Senior Vice President of Marketing and Sales Strategy for Large Enterprise Organizations at Xerox Corporation, is responsible for the global corporate marketing and sales strategy for Xerox’s largest enterprise accounts in the technology and document outsourcing business. In this episode of Moneyball for Marketing, Kay shows us why “Revenue Marketing” is the new normal, and gives us a look at her successful formula for connecting marketing and sales at a systems and process level. Highlights include:

  1. A ‘RAD’ Marketing Model: Kay introduces Xerox’s “Retain, Acquire, Develop” corporate marketing strategy, explains what a data mart is and notes the 7 tools used to customize technology marketing for different prospect profiles. 
  2. Planning Ahead: Kay explains why your technology marketing team needs at least 18 months of data and 12 months working with a predictive model to increase revenue based on how a buyer wants to buy.
  3. Dashboard Data: Kay reveals the three types of analytics that must be incorporated in your technology marketing dashboard in order to determine what performs and shows how to make early predictions for quarterly revenue.
  4. More to Come: Kay explains why greater than 70% of sales activity will take place through technology marketing, and predicts increased share of budget for corporate marketing departments across multiple industries. 
Marketing-Automation-Solution

Kay Kienast is the Senior Vice President of Marketing and Sales Strategy for Large Enterprise Organizations at Xerox Corporation.  She’s responsible for the global marketing and sales strategy for Xerox’s largest enterprise accounts in the technology and document outsourcing business.  This is a multi-billion dollar business and has more than 15,000 employees. Kay previously held executive roles at Lexmark, Avocent, Viadux, and Vina Technologies. 

 
Read the full transcript here

Glenn Gow

Glenn Gow is an expert in marketing performance, Coach, Board Advisor, Author, Speaker, Podcast Host and Founder & Advisor of Crimson Marketing. Follow me on TwitterLinkedInGoogle+. To get a free copy of Crimson’s One-Page Marketing Metrics Funnel, visit here.


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