A Unique Perspective
When you start your career making cold calls, it changes your perspective on what marketing can do to support sales teams. I started by “dialing for dollars,” after 3 years of sales turned account management, I decided the best way to impact revenue was to deliver better leads to sales out of the gate. This understanding of what it’s like to be on the phone and close deals is what impacts all of our marketing at Revenue Generation Marketing. I didn’t start with a graphic design background. I started by making the calls, figuring out what message resonated with customers and prospects, and turning those conversations and emails into revenue.
I’m lucky because when I made the move from sales to marketing in 2003, we already had the ability to measure email open rates, and click-throughs. I could see what kind of deals were closing and was able to easily run close/won reports in Salesforce. I have only ever known how to measure and improve upon marketing effectiveness by testing and constantly improving messages, campaigns, and processes. I believe that marketing organizations should be given insight into corporate goals, and through a strong partnership with executive teams and customer-facing teams, marketing can help organizations reach revenue goals, without being a large cost center. Our name is Revenue Generation Marketing because that’s what we do, we generate revenue through our marketing.
Revenue can be generated through marketing via a deep understanding of your target audience and your product’s ability to solve issues for this target audience. If audience & product fit is clear and the corporate goals are clear, there is no reason marketing budgets should be wasted. That's the best thing about digital marketing- you can easily pick channels, test messages, and tweak programs based on goal attainment. But, you have to do the research to know exactly where your personas spend their time, so you too can be where they are.
Traits
Clear communicator
Analytical
Creative
Passionate
Skills
Revenue-focused marketing strategy development
Market and persona research
Content development
Project management
Online demand generation campaign creation and execution
Sales training and enablement
Remote team management
Experience
Product Marketing Leader @ G5 (property mgmt software), Kollective (ECDN software), Emburse (spend mgmt software), GreatQuestion (customer research platform) & OffSec (cybersecurity training platform)
Voice of Customer programs
Product launches
Sales enablement programs
Content marketing strategy
Team management
Founder @ Revenue Generation Marketing Consulting for 5 startup and growth stage companies
Market & persona research
Pricing alignment
Campaign execution
Content development
Sales training
VP Marketing @ innRoad (property management software for independent hotels)
Responsible for delivering 50% of new revenue via marketing programs. Doubled client base in 18 months.
Director of Demand Generation @ Intronis (cloud backup software) & Salary.com (HRM software team)
Executed demand-generation campaigns that drove $2.2M in revenue
More details can be found here: https://www.linkedin.com/in/thereasaroy
Marketing Tool Experience
CRM’s: Salesforce, Hubspot
Marketing Automation Tools: Hubspot, Marketo, Pardot, Intercom
Email Marketing tools: Mailchimp, Active Campaign, Constant Contact
Analytics & Data tools: Google Analytics/Consol, Insight Squared, DemandTools, Plausible
Process Improvement tools: Asana, Typeform, Zapier
Customer Success Mgmt: Zendesk, Helpscout, Influitive
Webinar platforms: On24, WebEx, Zoom