Evaluating marketing on its contribution to revenue is not new. What is new is the level of complexity in which it is being evaluated to produce that revenue. Gone are the simple days of total leads and conversions to sales. Instead, the evaluation is based on a dynamic process at multiple stages throughout a customer’s life cycle.
Making the process even more complex is the need to target the highest yielding target markets from a revenue and profitability perspective in the shortest time possible.
The paper discusses right time revenue optimization – marketing that optimizes value to the buyer at any stage of the customer life cycle, dramatically increasing the probability of that customer to purchase in a shorter period of time.
Among the information presented are such aspects as how to find customers, how to gain intelligence about customers and how to optimize multi-channel marketing.