March 29th, 2012 by Leonard Klie

Eloqua teamed up with JESS3 to create a new animated video called “What is Revenue Performance Management?”

It’s a follow-up to “The Future of Revenue,” which Eloqua and JESS3 released 18 months ago. Because this latest video digs into the technical/business process subject matter more deeply, the companies felt they needed to amp up the creative.

That’s only fitting, given that RPM is still a mystery to many. As Eloqua defines it, RPM is a “systematic approach to identifying the drivers and impediments to revenue, rigorously measuring them, and then pulling the economic levers that will optimize top line growth.”

RPM blends sales and marketing, and Eloqua claims to have created the category.  It also says that the idea is starting to take off. “Companies have set down the path toward revenue performance management. Best practices emerged. Methodologies took shape. Results are being tracked.”

How far RPM will go, and what kind of adoption it will see is still to be determined, and I’m sure it will generate some debate in board rooms for the next few years. In the meantime, I would recommend that you watch the video. It’s a Rube Goldberg-inspired concept—with a cartoon depicting a complex machine that performs a simple task in as indirect and convoluted a way as possible.  If nothing else, it’s good exercise for the eyes and the mind.



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