This article originates from a panel at the Revenue Marketing Summit in London, 2022. Catch up on this presentation, and others, using our OnDemand service. For more exclusive content, visit your membership dashboard.
I’m Paolo Negrini, Head of Marketing Ops, Tech, and Analytics at Adobe. I’m here today to talk about an important topic. From the title, you may think it’s all about revenue operations (RevOps), scaling your marketing, technology, and marketing operations. But there’s one more thing to consider, which is change.
I want to show you how business is transforming, specifically in marketing and sales. We all know about how to align with marketing and sales, but they also need the ability to change. As businesses, we can help each other ride the wave of transformation.
Over the past couple of years, we've seen dramatic change due to the pandemic, and remote working. Businesses have changed substantially.
As individuals, we are quite resistant to change because it's challenging and often feels like a threat. We don't know what's driving it or what will be on the other side, making it challenging to adapt.
So, let’s look at what’s driving the change, especially in sales and marketing. What are the key drivers? How are businesses adapting to it?
In this article, I’ll cover:
- The evolution of marketing and technology
- The rise of the Chief Marketing Technologist
- The RevOps framework
- The five pillars of revenue operations
- The benefits of RevOps: Creating a neutral, holistic, and integrated approach
- Building a revenue operations framework
The evolution of marketing and technology
Marketing has changed. If you look at the history of marketing, it’s all about technology and how it transforms how we engage with marketing.
From posters, telegraphs, TV, phones, Facebook, Instagram, all these tools. But if you think about it, those are ways in which people are communicating with each other.