The Case for Revenue-Focused Marketing
It’s not a technology. It’s a process — that works.
You hear a lot about sales & marketing enablement tools available today—now close to 8,000 of them … but beware. In many cases automation has made it possible to get more poor-quality leads to sales faster than ever before; and that has ended up with sales simply ignoring more so-called “leads.”
Learn how one leading healthcare IT company benefited from an Revenue-Focused Marketing approach to driving revenue. By taking a focused approach to marketing this client engaged their entire market—and saved $123,000+ in marketing cost.
| Standard Approach | Revenue-Focused Approach | |
|---|---|---|
| Objective | Engage a specific role at hospitals with 300+ beds | Engage a specific role at hospitals with 300+ beds |
| Focus | 7,500 contacts @ 4,200 hospitals | 803 hospitals with 300+ beds |
| Directive | “Call them all” | “Identify decision makers and use a multi-touch , multimedia, multi-cycle process to engage and drive decision” |
| Cost | $172,200+ | $49,358 |
| Results | One-half the leads and less than 50% coverage | Twice the leads and 100% coverage |
What you’ll learn:
Why prioritizing quality over quantity matters
How to elevate the prospect experience through the sales process
How to foster a collaborative environment between sales and marketing teams