Marketing plays a huge role in generating revenue; in fact in today's online and social world, marketing influences nearly 70% of the entire buying process. In order to generate revenue, it is important that marketing and sales, work is alignment. This is the new approach towards revenue creation which seeks for new metrics and analytics.
The new measurement process thus formulated is termed as “Revenue Cycle Analytics”, and the new approach is called “Revenue Performance Management”. The first and foremost step in Revenue Analytics is to outline the entire revenue cycle and its varied stages. These stages start with plausible buyer awareness, scroll through marketing and sales, and loop around closed business and beyond that. To create a strong base for a set of sound revenue metrics, it's important that marketing and sales collaborate with each other to work through each stage. Along with this, there are clearly stated business rules needed, that will certify the possible switch from one stage to the next.
There has formed a unique revenue methodology to define and develop the stages of revenue cycle. There are few traditional sales methodologies like SPIN Selling and Miller Heiman that provide gauges as standard of achievement. These systems also give best practices for sales function, which further forms the base for best sales analytics. At the core, this cycle gets broken into stages, following the methodology and allows the sales executives track movement through the different stages. This is the reason why the base of Revenue Analytics lies in these varied stages and business rules for knowing how the potential business crawls through stages.
Different companies follow different Revenue cycles, but the most famous among such models is Marketo's Revenue Cycle. Below given is the list of popular stages and their description:
Generally there are three main categories of the specific stages stated under the revenue analytics. These are:
I would like to congratulate you and your team on a fantastic effort with the 2012 forecast numbers.
Director, Investment Advisory Company, AUS