Earlier this year, Marketo conducted a global study of customers that reported some pretty astonishing findings. The study calculated that by using Revenue Performance Management (RPM), our customers had the potential of generating more than $2.53 trillion in incremental revenues over the next five years.
That huge number reflected a 40 percent increase in revenues that Marketo’s customers could deliver as a consequence of deploying RPM. Talk about a data-point that focuses one’s mind (and hopefully actions)!
The study assessed how over 250 Marketo customers (nearly 19 percent of our current customer base) are faring by using the company’s full range of revenue-building solutions. According to the survey, Marketo’s customers are registering tangible business results across the revenue cycle, including:
- 22 percent increase in qualified leads generated by marketing
- 21 percent increase in qualified leads converting to sales-accepted opportunities
- 17 percent increase in sales win-rate
- 12 percent increase in average contract value
- 7 percent improvement in length of sales cycle
The study also found a sharp increase in marketing productivity as a result of deploying our RPM-related solutions. On average, Marketo customers ran over 46 percent more programs and campaigns after a year of using Marketo. The top 20 percent of customers had doubled their programs, and 49 percent of customers had increased programs by 75 percent.
