Revenue Marketing University - "Changing the Status Quo" Certification Test

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Class One – Selling the Vision - was focused on providing best practices for how to sell the vision for revenue marketing. There are a number of factors critical to helping marketing sell the vision for revenue marketing to the company. Check all that apply *

Marketing needs to build and execute a communication plan to the stakeholder group

Marketing needs to measure the impact of the communication plan to the objective of selling the vision

Marketing needs to profile all the key stakeholders who need to be sold

Marketing needs to believe that revenue marketing can make a difference in the company

Marketing needs to be well educated on the topic of revenue marketing

Class Two – Managing Change – introduced a model for managing change on the Revenue Marketing Journey. What are the stages in the model? *

Disruption, Resistance, Acceptance, Adoption, Advocacy

Resistance, Acceptance, Adoption

Disruption, Acceptance, Adoption, Advocacy

Which are examples of Disruption? Select all that apply *

Which is the best strategy for overcoming Resistance? *

Have the CEO mandate everyone accept revenue marketing

Carefully develop and begin a two-way dialog focused on the key benefits for each stakeholder group – “What’s In It For Me?”

Sit down with sales and tell them what you are going to do

In Class Three – CMO Dashboards – we explored metrics that matter to the business. What is the definition of ROI? *

(Gain from investment/Gain from investment – Cost of investment

(Gain from investment – Cost of investment)/Cost of investment

Gain from investment/Cost of investment

Tracking conversions in the lead management process was explored and the two faculty members showed examples. What is the definition of lead management? *

Lead management is the combined processes of marketing and sales that tracks and manages the entire life cycle of a lead. Every step and conversion point is tracked and reported on.

Lead management is the process of handing the lead over to sales

Lead management is the sole responsibility of sales

Class Four – Building the Revenue Continuum: Sales and Marketing Alignment – discussed best practices in achieving this alignment. To start the class, we discussed that before sales and marketing alignment can occur, you as a marketer need to be ready. What was the four-step model for Getting Ready? *

Education, Technology, Game Plan, Shared Goals

Education, Revenue Language, Communication Plan, Shared Goals

Education, Revenue Language, Game Plan, Shared Goals

In Class Five – Revenue Marketing Organization: Structure and Team – we discussed 8 critical competencies for Revenue Marketing. What were they – check all that apply. *

Which of the following elements belong in a Revenue Marketing Center of Excellence. Check all that apply. *

Marketing Operations Center

Analytics and Reporting

Program Manager

Demand Generation Center

What are the four stages of the Revenue Marketing Journey – check all that apply. *