The Revenue Marketing Playbook

One of your greatest risks right now is to be ignored by buyers. The old marketing playbook was built on “growth at all costs” and companies could sneak by with poor personalization and artificial targeting hacks. But now those approaches have left a trail of unhappy customers. If you want sustainable revenue, you need this new approach.

The new, black squirrel approach is to take the harder path and focus on sustainable growth. The only way to achieve that is to focus on customer retention. But how do you find the right buyers who will be easy to retain? Know your ideal customer profile (ICP). And it's not what you think. (A case study.)

Things change too fast now for an annual plan. Instead, you need to a one-page plan and a dynamic planning practice to adapt every month and quarter. In this chapter, we explain what that means and offer a template for getting your annual plan on just one page. (It's Carilu Dietrich approved.)

Buyers complete 70% of their journey before they talk to sales. That means marketing has to build trust earlier. Trust is a game of content, personalization, and partnerships to assist—but never push—buyers along. But there's something else, too—you must control the product.

It's time to give up the vanity metrics ghost—but oh wait—now you've trained your CFO and everyone else to think of marketing as an MQL gum ball machine. In this chapter we offer realer metrics that are a better measure of revenue—NRR, MQA, and LTV. And also explain how to change management's minds. (Hint: Two dashboards.)

You now know that the old playbook of MQL metrics and static campaigns is dead. The new way forward? A five-step transformation journey that puts all the frameworks, metrics, internal advocacy, strategic pilots, and approaches you've learned into one tight sprint. It is the black squirrel way.