Revenue performance management (RPM) is a combination of marketing and sales strategies with careful analytics to determine the success of those strategies and alter them accordingly to maximize revenue potential. The key to RPM is understanding your entire sales cycle from stranger to customer to brand advocate as well as determining the right key performance indicators to track and periodically analyze.
RPM isn’t a single strategy in and of itself that works the same for every business. It’s a process that varies depending on the business, its products, and its customers. For manufacturers who sell indirectly, there’s a second layer to RPM that direct businesses don’t have to account for: revenue performance through distribution partners.
RPM for distribution networks goes beyond measuring marketing and sales performance. It includes partner performance, including partner engagement data from the marketing assets they use to the deals they close. A comprehensive RPM strategy for an indirect network gets to the bottom of how every part of the network is performing and seeks to optimize it.