Following our launch in December, the Mperativ product development team has been hard at work upgrading the platform, so we wanted to give you the latest on important product updates and new features since we launched!
See below also for upcoming events and new content from our team.
The Revenue Suppliers stage of the Revenue Supply Chain now provides the total value of all downstream opportunities in the Revenue Supply Chain. The different channels displayed for Revenue Suppliers show the total value for all opportunities sourced via that channel. For example, “Marketing” under Revenue Suppliers will represent the sum of all the opportunity values that were sourced by the marketing team and tagged as such. This change now means Mperativ only creates an opportunity for an account once the opportunity has been qualified by marketing or sales.
Previously, Revenue Suppliers displayed the total value of accounts in your marketing automation system that were not yet engaged with and qualified. This was intended to give a look into what untapped potential value may have been available in your marketing automation system. But before marketing and sales qualification, it’s difficult to say whether an account has value or what value it may have.
With the new Revenue Suppliers, users can understand the downstream balance of their demand engine with a single glance, before diving into more detail later in the successive stages of the Revenue Supply Chain. The ability to get a quick understanding of the total value of opportunities that have come from each major channel, is a crucial health check for the business, and gives important context for further analysis.
As an example, if a user knows that few opportunities from the “Partner” channel have been won, but sees a large total opportunity value for the “Partner” channel in Revenue Suppliers, then this could indicate that these opportunities are likely hitting a snag at certain point in the customer journey, which the user can then investigate using the Revenue Supply Chain.
The Saved Filters update allows users to easily save any filter configuration for future use. With just a couple clicks, users can save a filter and access it anytime in the Filters dropdown. Saved Filters can be applied across the Revenue Supply Chain and Revenue Insights. Users can manage their Saved Filters in their settings under “Manage Filters.”
Saved Filters is crucial for ensuring users get continued and rapid value out of the significant degree of filtering that Mperativ provides. It’s important for users to have perpetual access to the previous work they’ve put into filtering their Mperativ instance.
Whether for an executive presentation or personal analysis, the ability to define crucial market segments and then instantly view the entire Revenue Supply Chain by these segments at any time, is a key differentiator for Mperativ. Obtaining a view of different market segments in business intelligence or marketing automation dashboards can take serious effort to rearrange data and build a new report. With Mperativ, all this effort is eliminated with just a few clicks.
Events & Content
LinkedIn Live: Designing a World-Class Demand Engine
Marketing automation, CRM, and business intelligence systems were designed for the utmost flexibility, so there is often not a clear playbook for building a best-in-class demand engine. Marketing leaders instead are expected to be operational savants that inherently know how to put all the pieces into place, but this open-ended model usually leads to a learn-as-you go approach, with constant customizations and expensive consultants brainstorming how to “fix” your ops problems.
In this webinar, we’ll take a ground-up look at the most crucial considerations in building a B2B marketing practice, including choosing priority success metrics, analyzing trends over time, working with sales, and building systems that optimize for the results that matter to the business.
Welcome to the Revenue Marketing Podcast! Join Daniel Raskin and Jim McHugh in this inaugural episode as they explore how their careers in marketing lead them to believe in Revenue Marketing as the way forward for B2B.
On-Demand Webinar: The End of ABM and the Dawn of Revenue Marketing
The lead-centric marketing model has failed to deliver the insights sales and marketing needs, and ABM is still based on the faulty lead-centric demand engine. Despite pouring serious time and effort into understanding their demand engines, marketing leaders are struggling to convince their executive peers of their impact. When the rest of the business cares about opportunities and revenue, lead-based metrics create a credibility gap for marketing to overcome.
Revenue Marketing is a new approach that centers marketing metrics around revenue, making it possible to align the entire business on the cause and effect relationships between marketing strategy and revenue outcomes. Revenue Marketing advances the role of the CMO as an orchestrator for the business and allows the value of marketing to finally resonate at the executive level.