Historically, marketing has often seen as cost, but things have changed. “Different functions such as marketing, sales, finance, and IT have to work together like a well-oiled machine to increase revenue,” Helen Agering, head of Revenue Science division at Nortal, said in an interview with Turundusraadio, an influential marketing podcast.
Setting up a revenue engine starts by tearing down walls inside the company, establishing a new set of key performace indicators (KPI), having a universal view of data, and a connected technology infrastructure. To be able to do that, a truly holistic view of the customer is needed.
“If you turn to data and really dig into the details, you can see where you will get the most bang for your buck in long-term, and where the low-hanging fruits are,” Agering said. “It’s a new way of looking at data, a new way of collaborating, but it’s also a mind-set that everything you do is supposed to bring some tangible result, something to the bottom line of your company.”
Helen Agering will talk more in depth about marketing engineering at Tallinn Marketing Week on May 18. Prior to that she gave an interview to Turundusraadio, explaining Revenue Science more in detail and giving tips how to start building your revenue engine.
If you want to know more about how to build a customer centric marketing process for your company, get in touch with us.