7 Vital Roles In Building A High Performance Revenue Marketing Team

Published: February 7, 2012

Here is a 7-role framework to address this critical skill set.

Role #1:  VP of Revenue Marketing

This role is the strategic leader and is laser focused on revenue results directly attributable to marketing efforts. The VP of Revenue Marketing sounds like a VP of Sales as they discuss and measure funnel, conversions, opportunities and bookings.

Listed to my WRMR interview with such a marketer – Evan Whitenight of ReachForce.

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Role #2:  Business Analyst

This role is critical to revenue marketing success as you transition from a creative organization to now encompass a focus on revenue metrics. Revenue Marketing is a new competency and it is the job of the Business Analyst to analyze results, set up testing protocols and work to optimize systems and programs in order to achieve the highest and fastest revenue result.

In this recent WRMR interview with Liz McClellan of Sage Software, Liz speaks to the importance of the Business Analyst role.  Listen here.  

In the same interview, Alex Pelletier of Acquisio also discusses the need for the Business Analyst role: Listen here.

Role #3:  Power User or Marketing Technologist

Technology is the driver for Revenue Marketing beginning with CRM tightly integrated with marketing automation.  This technical skill set is an absolute requirement for the team and works closely with the business analyst.  Make sure you invest in training, more than once.

Role #4:  Campaign & Nurture Specialist

The Campaign Manager is the individual who takes the direction from the VP of Revenue Marketing, the analytics from the Business Analyst, best practices from the content and creative team, and knowledge from the Power User to ultimately design the most effective campaigns possible.  This individual is obsessed with creating an intimate digital dialog at all phases of the buying cycle and creating that perfect SQL for sales.

Role #5:  Content for Revenue Marketing

This role is responsible for the content associated with campaigns – the currency for the digital discussion that can then be tracked and scored.  Content in this context is at the right time, the right message, to the right person and only just enough.

Role #6:  Creative for Revenue Marketing

Creative cannot be for the sake of creative.  It’s not about how pretty something is, it is about how effective it is.  The creative person needs to understand how the creative will be used and what “action” the campaign is trying to evoke.

Role #7:  TeleQualifying the MQL

A huge trend on Revenue Marketing teams is once the MQL (Marketing Qualified Lead) is created, turning this lead over to a live person to make a phone call to further qualify for BANT – Budget, Authority, Need and Timing.

As you review these seven roles, you can begin to see how the marketing team and skill dynamic needs to change if you are to embrace a Revenue Marketing competency and be accountable for revenue results in the B2B organization. 

Download our white paper on Skills for the B2B Revenue Marketing Team. What has been your experience with these skill sets?


Debbie Qaqish is Principal Partner and Chief Revenue Marketing Officer for demand generation agency, The Pedowitz Group. A nationally recognized thought leader and innovator in revenue generation, Qaqish has more than 30 years of experience helping organizations connect marketing to revenue. Her first book, “The Rise of the Revenue Marketer®,” will be published in early 2012. Contact Debbie at Debbie@pedowitzgroup.com OR http://www.linkedin.com/in/dqaqish

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