Revenue performance management (RPM) allows a company to tailor their sales and marketing efforts to specific target personas.

Revenue performance management uses data to find flaws in lead generation. This process strives to find ways to improve how prospects are led down the sales funnel.

Steps to measure revenue performance:

  • Gather and analyze data
  • Monitor lead generation processes
  • Search for areas where you do well
  • Use KPIs to see where you fall flat

Marketo created the graphic below to show how your sales and marketing teams may be disjointed. As you can see, you can use RPM to unite the teams and generate revenue.

RPM revolves around identifying ways to generate revenue and measuring those efforts’ performances. Then, you can start marketing in a way that allows you to get the most out of those strategies.