RPM: Doing for revenue what ERP does for ops?

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Dan McDade, writing on the PointClear blog, has some interesting comments to make about the emerging field of revenue performance management, a new paradigm for marketers. The core idea of RPM naturally brings to mind other approaches like CRM and enterprise resource planning, McDade says, which bring strategies, applications, and integration together into unified wholes. RPM, he says, also includes a strategy, application, analytics and integration that bring together demand generation, marketing automation, lead nurturing and lead management to measure, manage and drive top line revenue growth.
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