The Future of Revenue

by Contributor on Wednesday, October 6, 2010 in Revenue Performance Management

Welcome to the future of revenue.  It’s here.  It’s here now.  And it’s called Revenue Performance Management, or RPM for those who like acronyms.

Eloqua CMO Brian Kardon recently blogged about his thoughts on RPM.  But here’s another look at the sector, and where it fits into the context of the great innovations of the past century.  We call this video, the "Future of Revenue" (#FoR).  Special thanks go out for our friends at JESS3 for their remarkable, "School House Rock"-inspired creative.

With this video, we aim to turn upside down the traditional category-creation model. Historically, marketers have followed a top-down model when creating a new sector.  They sponsor research to be published by industry analysts, and, in time, that terminology permeates buyers.  Eloqua, however, is taking a bottom-up approach.  We are combining fresh creative with real-world success stories to (hopefully) inspire a groundswell of interest in the category.  Much to our pleasure, other marketing automation vendors are following our lead and joining this space, further validating its importance.

Ultimately, visibility into the pipeline, predictive analytics, and repeatable drivers of revenue growth are not only the hallmarks of RPM, they are also the mile markers on Eloqua’s technology and service roadmap.   Those who attend Eloqua Experience 2010 (#EE10SF) later this month will hear much, much more about what RPM can do for their business, and how Eloqua can help make it happen.

In the meantime, if you want to learn more about the future of revenue, enjoy our microsite, which aggregates discussions about revenue from across the social Web.  There you will also find links to companion videos, such as the viral State of The Internet by JESS3.


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