{"id":1983,"date":"2014-05-29T17:08:23","date_gmt":"2014-05-29T17:08:23","guid":{"rendered":"http:\/\/tellyourstoryinc.com\/?p=1983"},"modified":"2016-07-23T14:08:16","modified_gmt":"2016-07-23T14:08:16","slug":"taking-marketing-from-a-cost-center-to-a-revenue-center","status":"publish","type":"post","link":"https:\/\/pairdesignchicago.com\/tellyourstory\/taking-marketing-from-a-cost-center-to-a-revenue-center\/","title":{"rendered":"Taking Marketing From a Cost Center to a Revenue Center"},"content":{"rendered":"

Dispatches from BMA14: a Series of Short Reports from the Tell Your Story Team at #BMA14 in Chicago<\/em><\/h4>\n

 <\/p>\n

More and more marketers are being asked to prove the impact marketing has on both the top and bottom lines.\u00a0At BMA14<\/a> today, one of the 15-minute \u201cFirestarter\u201d sessions addressed the challenge of transforming marketing from a cost center to a revenue center.<\/p>\n

 <\/p>\n

\"Debbie

Debbie Qaqish<\/p><\/div>\n

Debbie Qaqish<\/a> is principal and chief strategy officer of the Pedowitz Group<\/a> and author of \u201cThe Rise of the Revenue Marketer.\u201d<\/a> She told the audience of 900+ b2b marketers what it takes to lead this kind of transformation. There are specific\u00a0behaviors to address in order to affect this change, said Debbie, and she likened\u00a0the transition to her own personal transformation through her passion for Crossfit and health and fitness habits.<\/p>\n

 <\/p>\n

The behaviors to transform marketing from a cost to a revenue center fall\u00a0into five areas:<\/p>\n

 <\/p>\n

1) \u00a0Change management:<\/strong> Debbie says pick a change management model and run with it. You\u2019re in a role as a major disruptor at your organization, and you need to own it, manage it, and get people to accept it.<\/p>\n

 <\/p>\n

2) \u00a0Accountability:<\/strong> be accountable. You\u2019re going to have to think, walk, talk, and act like a change agent.<\/p>\n

 <\/p>\n

3) \u00a0Sales and marketing alignment:<\/strong> this is key. If marketing doesn\u2019t begin this journey of transformation by aligning seamlessly with sales, you\u2019re destined for failure. What skills do you need to enact to seamlessly\u00a0\"Marketing<\/a>coexist with sales? Make these behaviors concrete, and make them quantifiable.<\/p>\n

 <\/p>\n

4) \u00a0Stakeholder alignment and advocacy:<\/strong> think about all of your organization\u2019s stakeholders and how to educate them on your organization\u2019s different approach to marketing. Employees. Customers. Suppliers. Partners. Shareholders. The industry. Get them informed. Get them aligned.<\/p>\n

 <\/p>\n

5) \u00a0Technology:<\/strong> leverage the power of technology to bring about the transformation.<\/p>\n

 <\/p>\n

At Tell Your Story, we’ve always believed marketing needs to be seen as a revenue center, though like Debbie says, it’s not an easy or fast\u00a0 transformation.\u00a0Analyze every behavior you exhibit and ask yourself: what would a revenue marketer do?<\/p>\n

 <\/p>\n","protected":false},"excerpt":{"rendered":"

Dispatches from BMA14: a Series of Short Reports from the Tell Your Story Team at #BMA14 in Chicago   More and more marketers are being asked to prove the impact marketing has on both the top and bottom lines.\u00a0At BMA14 today, one of the 15-minute…<\/p>\n","protected":false},"author":50,"featured_media":0,"comment_status":"open","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[148,141,140],"tags":[339,280,135,137],"class_list":["post-1983","post","type-post","status-publish","format-standard","hentry","category-blog","category-events","category-business-marketing-association","tag-bma14","tag-business-marketing-association","tag-b2b","tag-marketing"],"_links":{"self":[{"href":"https:\/\/pairdesignchicago.com\/tellyourstory\/wp-json\/wp\/v2\/posts\/1983","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/pairdesignchicago.com\/tellyourstory\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/pairdesignchicago.com\/tellyourstory\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/pairdesignchicago.com\/tellyourstory\/wp-json\/wp\/v2\/users\/50"}],"replies":[{"embeddable":true,"href":"https:\/\/pairdesignchicago.com\/tellyourstory\/wp-json\/wp\/v2\/comments?post=1983"}],"version-history":[{"count":3,"href":"https:\/\/pairdesignchicago.com\/tellyourstory\/wp-json\/wp\/v2\/posts\/1983\/revisions"}],"predecessor-version":[{"id":5456,"href":"https:\/\/pairdesignchicago.com\/tellyourstory\/wp-json\/wp\/v2\/posts\/1983\/revisions\/5456"}],"wp:attachment":[{"href":"https:\/\/pairdesignchicago.com\/tellyourstory\/wp-json\/wp\/v2\/media?parent=1983"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/pairdesignchicago.com\/tellyourstory\/wp-json\/wp\/v2\/categories?post=1983"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/pairdesignchicago.com\/tellyourstory\/wp-json\/wp\/v2\/tags?post=1983"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}