Organizations that have successfully driven quarter-over-quarter or year-over-year revenue growth rate through marketing campaigns and processes are celebrated with the Revenue Growth award.
Cvent has seen double digit revenue growth across product lines but the most impressive growth has been for our Strategic Meetings Management product line with triple digit growth YTD. This sophisticated sale to enterprise customers required sales and marketing to work together to come up with a new marketing strategy when traditional direct marketing tactics provided meager results. Although there were initial struggles, a content marketing strategy was successfully implemented to lure prospects into the funnel, and the sales team learned a new process to approach leads: based on their consumption of nurturing material, along with lead score and measured maturation in the buying process. Ultimately, aligning the sales and marketing strategy – along with lead nurturing – allowed sales to focus on the hottest prospects while marketing tracked their impact and influence on target account penetration. This year, we are finally seeing the results of our efforts really kick in, and are working even harder to assemble data to better understand how leads and deals flow through our sales and marketing funnel, and further optimize our marketing programs and sales tactics.
Perceptive Software has essentially doubled annual revenue over the past four years. We believe that this growth is based upon several key factors including:
- A strategic shift with more focus on larger, enterprise organizations,
- An increased focus on growing our indirect channel,
- Greater alignment between Marketing and Sales,
- The establishment of a Marketing Operations Team, and
- Continuous, collective focus on improvements that drive pipeline and revenue growth.
Through improved processes, better communication, new tools and more training, ReadyTalk’s marketing team has sourced 67 percent of new revenue. New tools, such as ReadyTalk for Salesforce, have helped increase the product demo attendance rate by over 300%. Integrations with salesforce.com and Eloqua have provided the marketing and sales teams with greater visibility into their pipelines, which has improved marketing and sales alignment.
Salesify, a leading provider of B2B demand generation services, helps our clients create pipeline and accelerate revenue by identifying, profiling, nurturing and contacting the right decision makers within their targeted customer and prospect accounts. Salesify services include custom, targeted B2B contact lists; account profiling and competitive research; phone-based lead nurturing campaigns; appointment setting; inbound lead generation qualification services; and CRM database cleansing. We deliver high quality, cost effective services and programs, tailored to address each customer’s unique requirements. Salesify has achieved a 2009-2011 growth rate of 104%, and has over 300 clients, with a proven track record of helping some of the world’s largest technology companies drive more revenue. Salesify was named to the Inc. 5000 in 2010, 2011 and 2012.
Being open to adjusting our strategy to leverage Eloqua for lead processing and establishing integration with Salesforce.com, we have been able to enable reporting on the revenue, implement lead routing based on specific criteria gathered on the leads, and establish write-back from Salesforce.com to the Web App to display lead owner and status. This has allowed our company to drive 16,245 leads through Eloqua resulting in $33 million of Closed Won business over 4 fiscal years.
At Cross we have developed a revenue performance management strategy that has transformed our marketing department into a business. The cohesion between our marketing team and our sales force has allowed for marketing to impact sales by generating more opportunities, increasing brand awareness, and nurturing our customers resulting in more revenue per sales person and overall for the company. Marketing continues to be a driver of revenue at Cross and the impact on sales is undeniable.
Marketing has always been a direct contributor of growth by feeding our sales teams with qualified leads through a variety of creative campaigns that we scale month-after-month. This year we focused on lead nurturing, lead scoring, and content marketing to not only increase the number of leads this year – but also worked more closely with our sales team to identify and prioritize those incoming leads. Cvent has been profitable for the past 6 years, and this year will prove to be our most profitable and highest grossing yet. We started using Eloqua last year. We also just received the largest investment in a private business software company since 2007 and the largest investment ever in the history of our industry last year. To quote Eloqua’s CEO Joe Payne “Coincidence..? Just saying..”