September 27, 2010 08:59 ET
Marketers Cite "Revenue Generation" as Top Objective, According to Eloqua
Priorities Also Include Alignment With Sales, Measurement, Efficiency
VIENNA, VA--(Marketwire - September 27, 2010) - Eloqua, the leader in marketing automation solutions that dramatically accelerate revenue growth, today announced "revenue generation" is the number one priority for marketers. With 50,000 users worldwide, more marketers rely on Eloqua to drive revenue than any other marketing automation provider. Eloqua identified this trend after analyzing nearly 200 applications submitted by marketers to the 2010 Markie Awards.
Regardless of the industry -- technology, financial services, sports -- or award category, tying revenue growth to marketing programs dominated the nominations. In fact, more than 50 percent of the submissions specifically cited revenue or pipeline creation, underscoring the rise in Revenue Performance Management as a new market category. To support this revenue mandate, marketers are increasingly leveraging marketing solutions to help with automation and measurement.
According to an independent research report by Forrester Research Inc., "Marketing teams often lack the skills or the technologies to integrate the essential insights..." The report continues: "When we ask marketers about their top technology themes, analytics and measurement feature prominently on the list," - The Marketing and Customer Analytics Software Landscape, Forrester Research, October 19, 2009.
"More than ever before, marketers are being held accountable for generating revenue," said Joe Payne, CEO of Eloqua. "Leading companies are no longer measuring marketing by anecdote. They are applying hard metrics to what was once considered a soft science."
Additional themes included in the 2010 Markie Award submissions were sales and marketing alignment, marketing measurement, and increased efficiency leading to time savings. Companies that are setting the standard in these areas will be honored at The Markies Awards ceremony at Eloqua Experience. One such company is Polycom, a finalist in the category of sales and marketing alignment.
"Our tight alignment with our field counterparts has allowed us to create a demand management taxonomy, clear roles and responsibilities, and reliable reporting that can determine the impact of our demand generating activities to closed business," said Jennifer Pockell-Wilson, Senior Director, Global Marketing Operations at Polycom. "Without an open dialog and aligned goals and objectives, we would not be able to support our aggressive pipeline and revenue goals."
Eloqua helps clients dramatically accelerate revenue growth. Eloqua provides powerful business insight to inform marketing and sales decisions today that drive revenue growth tomorrow. The company's mission is to make its customers the fastest growing companies on earth. Thousands of users rely on the power of Eloqua to execute, automate and measure programs that accelerate revenue growth. Eloqua's customers include Adobe, AON, Dow Jones, ADP, Fidelity, Polycom, and National Instruments. The company is headquartered in Vienna, Virginia, with offices in Toronto, London, Singapore and throughout North America. For more information, visit www.eloqua.com, subscribe to the It's All About Revenue blog, call 866-327-8764, or email firstname.lastname@example.org.