Marketing Automation Maturity: Traditional Marketing vs. Demand Generation vs. Integrated Pipeline vs. Revenue Performance Management

Written by Brandon Schaefer, Founder of eioLIFE

I was on a webinar hosted by Marketo earlier today and I wanted to share one of the most important takeaways I had from the hour-long session, actually I have two big take away's. The first is to know what stage you are in currently with your marketing plan ie: Traditional Marketing, Demand Generation, Integrated Pipeline, or Revenue Performance Management. No worries, I will define each stage in a moment, the second take away is to have your marketing plan written down. Yes, both of these sound elementary, but I’d be surprised if everyone in my audience was currently doing these two huge steps.

Ok, let me take a moment and define each marketing automation maturity level into easy to read bullet points for you. Please don’t quote me on this stuff, if you want the exact information, Marketo will be glad to provide you with a super informative webinar.

  • Traditional Marketing - Low targeting, immature sales and marketing alignment, limited marketing ROI measurement
  • Demand Generation – Manual campaigns, basic lead management, sales and marketing remain in silos, operational marketing metrics only
  • Integrated Pipeline – More sophisticated segmentation, lead nurturing and scoring, integrated marketing and sales processes, ROI and revenue impact measurement
  • Revenue Performance Management – Coordinated, optimized, multi-channel campaigns, single revenue team (marketing and sales), sophisticated lead management across the revenue cycle, disciplined multi-touch ROI measurement

So, what stage is your company in? Whatever stage you’re in is good, just acknowledging what stage your in is a success. Now that you know better, you can do better, try and look for ways in which you can get to the next stage. The call to action from this article is to make you aware of what stage you’re in, and to get you to write down your future marketing goals.

Let me share a personal experience with you, throughout the day sometimes I feel like I have a firework show going off in my head, by understanding where I am and having my marketing goals written down, it allows me to enjoy the fireworks show. I know that everything will get done, as long as I have a plan. By the way, I am not affiliated with Marketo in any way, I just love the wealth of information they provide to the public.

At the very least, take action today and determine what Marketing Automation Maturity level your business is currently at, ie: Traditional Marketing, Demand Generation, Integrated Pipeline, or Revenue Performance Management, then, write down your goals and find a way to make them happen.

If you need help, reach out to me directly by emailing me, Brandon Schaefer, I will do everything I can to personally assist you in getting to the next level. Thanks.

PS In marketing, clean data is everything, trash in get’s trash out, so look to start to clean up your data as soon as possible.

Did you like this article? Have something to share yourself? Leave a comment below or send an email to me directly. You don't have to be great to start, just start to be great, make it happen today!

About the Author: Brandon Schaefer is fast becoming regarded as the voice for information, training and resources for entrepreneurs. Brandon is the Founder and Lead Contributor to eioLIFE, a website dedicated to sharing information with entrepreneurs. Brandon provides information, training and resources to entrepreneurs, using proven and time-tested idea's and laws for success. The idea's that Brandon empowers entrepreneurs with consistently work, as well as training and resources that won’t be found anywhere else.


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    1. San, I agree with you, inbound content marketing is great for demand generation. Thanks for the comment and any other points of reference you can provide on other articles are greatly appreciated as well. Thanks.

  2. Thanks Brandon I will certainly review the other articles on your blog.

  3. I would like add a point here, to me inbound content marketing is also good for demand generation. Writing a blog or inbound tactics on social channels have become very popular and the basic reason behind their popularity is that they provide fast result as compare to many other marketing tools.

    I think this is the reason that many lead generation companies
    have opted it as prime part of their regular strategy.

  4. Great post Brandon! Figuring out what level of marketing automation your business is at can be tricky, but it's a must!