The Revenue Acceleration Rules: Supercharge Sales and Marketing Through Artificial Intelligence, Predictive Technologies and Account-Based Strategies
by Shashi Upadhyay (Author), Kent McCormick (Author)

About the Author
SHASHI UPADHYAY is cofounder and CEO of Lattice Engines, a company delivering Artificial Intelligence applications to help businesses market and sell more effectively. He is a former data scientist at Cornell University and partner at McKinsey & Company.
KENT MCCORMICK is cofounder and VP of Innovation and Data Science at Lattice Engines, where he's responsible for setting strategy and innovation direction. Previously, he served as director of business operations at EMC and as a consultant at McKinsey & Company.

About this book
Turn data into revenue in the B2B marketing sphere
The Revenue Acceleration Rules is a unique guide in the business-to-business space, providing a clear framework for more effective marketing in an accounts-based environment. Written by a veteran in the predictive marketing sphere, this book explains how strategies typically used on the consumer end can be tailored to drive revenue in B2B sales. Industry experts offer advice and best practices, using real-world examples to illustrate the power of analytics and on-the-ground implementation of predictive ABM initiatives. Covering the complete spectrum from "why?" to "how?", this book provides an invaluable resource for B2B marketers seeking a step forward in the rapidly-evolving marketplace.
Business-to-business sales makes up roughly 45 percent of the economy, and the power of predictive marketing has been proven time and again in the consumer sphere. This guide is the only resource to merge these two critical forces and provide clear guidance for the B2B space.

• Supercharge your demand waterfall
• Align marketing and sales
• Learn best practices from industry experts
• Grow revenue with account-based marketing
  

Predictive marketing reveals the small clues that speak to big trends. While B2B diverges from consumer marketing in a number of ways, the central demand for value remains; analytics helps you stay ahead of the curve, streamline the marketing to sales funnel, and increase ROI. Strengthen the relationships you already have, attract new accounts, and prioritize accurately to turn contacts into leads, and leads into customers. Your data can be your biggest marketing asset, and The Revenue Acceleration Rules shows you how to leverage it into revenue.

Table of contents
Introduction
1 The CMO’s Challenge  
    The Fundamental Goals of Marketing
    The Deconstruction of B2B
    The App Explosion
    Specialization Sustains Vanity Metrics
    Deconstruction = Depersonalization
    What’s a CMO to Do?
    Opportunity for the CMO
2 ABM and AI  
    Benefits of ABM
    Scaling ABM Requires AI
    Winning Plays for Scaling Your ABM Programs
    Summary
3 Data as the Foundation for ABM  
    Five Steps to a Robust Data Foundation
    Common Pitfalls
4 AI as the Intelligence Layer  
    Defining AI
    Definitions
    Machine Learning Methods
    Data, Data, Data
    Getting the Data Foundations Right
    Bringing All of These Things Together
5 Use-Cases Unveiled  
    Acquisition
    Engagement
    Conversion
    Expansion
    Finding Your Use-Case
6 Mapping Predictive to Your Business Models  
    Solution Area 1 (Freemium)
    Solution Area 2A (Low ASP)
    Solution Area 2B/C (Moderate ASP)
    Solution Area 3 (SMB Focus)
    Solution Area 4 (Large Number of Products)
    Solution Area 5 (High ASP)
    Bringing It All Together
7 Ten Steps to Successfully Accelerate Revenue with Predictive and AI  
    1. Get Buy-In from All Stakeholders
    2. Start with One Use-Case
    3. Define Success Measurements Clearly with a Real Operational Report
    4. Get the Data Right
    5. Invest in Training
    6. Use an Agile Method to Fine-Tune Your Plan
    7. Start Small, but Launch Big
    8. Share Early Successes
    9. Share Metrics in Weekly Meetings
    10. Take a Staged Approach
    Conclusion
8 Supporting the CMO’s Journey  
    Preparing Your Organization for AI
    Appendix Buyers Guide to AI and Predictive Platforms  
        1. Data Quality
        2. Data Breadth
        3. Data Integration
        4. Sales Interface
        5. Enterprise Security
        6. Transparency
        7. Self-Service Modeling
        8. Unlimited Modeling
        9. Use-Case Flexibility
        10. Real-Time Scoring and Enrichment
        11. Customer Success Reputation
        12. Track Record of Success
        13. Vendor Viability

Length: 192 pages
Publisher: Wiley; 1 edition (May 22, 2018)
Language: English
ISBN-10: 1119371953
ISBN-13: 978-1119371953