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Introduction to the Revenue Marketing Center of Excellence

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Executive Summary As the consumer continues to evolve, the role of marketing must follow suit or suffer the consequence of becoming nearly obsolete. Remember, "a Kodak moment?" What ever happened to Kodak? In the mid '90s, digital photography emerged in the market with force. Put simply, Kodak failed to adapt to evolving consumer interests and the changing context of their business, and over the following decade, their revenues dropped consistently. In 2012, Kodak filed for bankruptcy. The following year, they sold off nearly $525 million in patents to stay afloat. So, what exactly does that have to do with Revenue Marketing? Two major technologies have taken hold of our business environment in the last 20 years: 1. Mainstream utilization of the internet to find anything and everything consumers need quickly and easily and 2. The introduction of Marketing Automation Platforms (MAP). We know that consumer behavior has evolved; this applies to both B2B and B2C purchases. With the introduction of MAPs, marketing has a digital lens that allows us to record and very closely examine the new consumer behavior. We can now meet our buyers where they are and customize Introduction to the Revenue Marketing TM Center of Excellence Model for Building a Revenue Marketing TM Center of Excellence Prepared by Debbie Qaqish, Kevin Joyce and Colby Fazio August 2016 PART 1 OF 4

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