In The Rise of the Revenue Marketer, part of Marketo’s Revenue Masters webinar series, Pedowitz Group CRO Debbie Qaqish and Andrew Gaffney of the DemandGen Report come together to discuss what it takes to be a Revenue Marketer.

Gaffney starts off by explaining how it’s not just about sales and marketing alignment anymore; being a Revenue Marketer also involves process, vision and collaboration. The many benefits of a shared revenue cycle include greater visibility and management of pipeline, more predictability and sales forecasting, reduced wasteful spending, and lower customer acquisition costs. Marketing’s role is evolving beyond the top of the funnel, Gaffney says, leading to a greater need for emphasis on lead nurturing and lead acceleration.

Debbie Qaqish begins her part of the presentation by sharing an experience she had a while back, when the CEO of her company came into her office and asked, “Debbie, what are you going to do about revenue?” She replied, “Sales is down the hall.”

That was then, this is now. Due to recent fundamental shifts in the buying process, due to everything from social media to global economic woes, the buyer is now in control.

So what does a Revenue Marketer do? Nurture! By tracking online behavior and using marketing automation, whenever there is a change in behavior, marketers can now send emails or alerts in real-time for more effective lead nurturing. They also can discover who the hot prospects are, take responsibility for the top of the funnel, and expedite sales through the funnel. That is marketing’s new role.

Qaqish went on to explain the activities and requirements of the Revenue Marketer. A Revenue Marketer should:

1. Leverage: people, process and technology away from manual and towards automation

2. Deploy: