Success for most marketers today is measured by their contribution to the top-line revenue growth. However, marketers who use marketing automation integrated with CRM may still fail to achieve their revenue goals. Often, the reasons are unclear to them. While they have done an excellent job of acquiring, implementing and integrating marketing automation and CRM, they soon discover that it takes more than this to succeed, yet they cannot decipher exactly what to do to get on track.

These marketers need to do more than apply technology to existing processes. They should take a holistic approach if they aim to transform marketing from a cost center to a revenue center. We call this revenue marketing transformation, and it comprises six key controls.