The Internet has fundamentally changed sales and marketing, transferring power from sellers to buyers. We’ve all felt this obvious change, and our jobs are quite different than they were in 1994.

Since buyers nowadays almost always research solutions prior to purchase, it’s imperative for marketers to make sure that they’re easily found on the web. HubSpot has been gaining traction branding this as inbound marketing and others are working hard to redefine the role of the marketing and sales departments in generating revenue.

Enter Revenue Performance Management

Revenue performance management (RPM) is an emerging approach focused on optimizing the interactions with potential buyers across the entire revenue cycle. It’s about transforming marketing and sales practices, changing the tools that we use and the way that we compensate our marketing and sales teams. The goal is to create a cohesive engine which drives the top line.

Software Advice recently published a 3 part educational whiteboard session with Jon Miller, VP of Marketing at Marketo. Part 1 – What is Revenue Performance Management is embedded below.

And check out Marketo’s marketing automation software that automates lead generation, lead scoring and lead nurturing (along with a whole bunch of other things). Some of the marketers we’ve spoken to recently absolutely love it.