If you are at all familiar with marketing automation, you will have heard the term “Revenue Performance Management” floating around quite a bit. But what exactly is it and why is it relevant to you?

Revenue performance management is a deeper level of marketing automation that provides more insight into the funnel, and therefore helps marketers better understand the buyer’s journey. Additionally, it provides a deeper set of analytics, making it possible for marketers to better measure the effectiveness of campaigns, as well as the overall ROI that marketing provides. For an area of the company that has traditionally been seen as a cost center, the potential benefits are huge.

Guest blogger, Lauren Carlson, is a CRM Market Analyst at Software Advice