Performance-based Management Firm, Marketo Instills Revenue Accountability

Nov. 3, 2011 - PRLog -- (CHICAGO - IL )   In an epoch, when Internet users online behavior is traceable via the likes of website statistics, Facebook, landing pages, email marketing and other media channels, Marketo urges accountability in marketing forecasts. The San Mateo, California company Marketo has been demonstrating its revenue performance management (RPM) solution since September 20, 2011 with the outset of its fall tour, dubbed “Revenue Rockstar Road show” in Seattle. This week, the thought leader left its impact in Chicago, where more than 100 attendants gleaned the process of aligning the marketing strategy with sales results.

Traversing 12-major cities, including a few international stops in London and Toronto, Chicago was Marketo’s seventh stop of its three-month tour on Tuesday. Just as touring rock bands flit in and out of the House of Blues (HOB), Marketo’s conference, took place at the Sax Hotel, formerly a property of the HOB. Marketo demonstrated how it employs the concept of marketing accountability to a collective of customers and prospective clients from small-to-large entities.

Whilst “return on investment” has become the universal catchphrase in business-to-business marketing, Marketo’s credo to focus on yielding a return on marketing investments versus the underlining budget allocation proves positive, given the numbers. In fact, keynote speaker, Maria Pergolino, senior director of Marketo disclosed that for every .90-cents spent on marketing, the firm generates a dollar in sales.  

Based on  the company’s portfolio of clients, awards and profits over the past year,  a wealth of indicators suggest that there’s something to Marketo’s ‘secret sauce’, the metaphor used to describe the organization’s revenue performance management (RPM) philosophy. Ms. Pergolino also revealed that 80 percent of Marketo’s profits are a direct result of its revenue performance strategy. In September of 2011, the revenue performance thought leader proudly announced that some 1300+ enterprise and mid-market firms embraced the Marketo strategy.

Even as, Marketo’s presentation underscored the benefits of its revenue management solution to a cross spectrum of various-sized entities, the conference “resonated with continuity throughout the agenda with aptly named segments, such as the “Jam Session: QA Panel,” “Marketing Rockstars Perform their Greatest Hits” and the “Rockstar Panel.”

Annie Davidson, marketing manager of Options Express, was the designated  ‘marketing rockstar'. She divulged a real case study of Marketo’s scalability without breaching trade secrets. The testimonial illustrated how Marketo’s revenue performance management solution transformed the company’s email marketing process to convert and nurture new client relationships, while abbreviating its marketing workflow.

During the final segment of the Revenue Rockstar Road show, two Rockstar panelists were quite vocal about the essentialness of Marketo’s revenue performance management. Vice president of marketing at InsideView.com, Ralf VonSosen highlighted how the tenet of business-to-business engagement has shifted, enabling the capacity to tailor each sales pitch to the distinctive needs of each prospective client, using social media networks such as LinkedIn and Facebook as examples.

However, there was an undercurrent of contention, when the vice president of sales and marketing of LeadMD, David Lee implied that Salesforce and Marketo were the panacea to turning opportunities into customer relationships. Nevertheless, the mantra was clear revenue performance management solutions align the marketing forecast with attainable sales results.

Just as an idolized rock star leaves fans wanting an encore, the Marketo road show had the same effect on its Chicago followers. Today, the tour is in Austin, Texas for a two-day summit at the W Hotel. Perchance, Marketo will allow its next audience to savor more of its revenue performance management solutions.

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