Think Tank
From small thoughts come big ideas that can rewrite rules, transform your business, and change the world


What is about some organisations' social media strategy that makes them so successful?

There are a number of strategies and models out there but time and time again there are two attributes the major players use to really engage their audience. I believe that whatever model you choose the following two elements cannot be overemphasized for achieving successful interaction and participation.

1. First I think that audience participation is critical. If you want to achieve a significant level of interaction than posts should always speak to your target audience needs.

2. Secondly I think that companies who mine their history to continually tell the story of the business in an engaging way are able to convert people with less effort.

Ensure you have a good media plan in place as that is the key to driving whatever attributes that you deem to be successful.


What percentage of your revenue did that series of webinars contribute last quarter? Does the top-line figure justify the CMO’s decision to fund that million-dollar marketing campaign?

A CMO practicing Revenue Performance Management has deep insights on ROI of marketing programs and could give an outright response to these important questions. Unfortunately for many companies, marketing executives do not set revenue goals and overlook the importance of tying marketing efforts to returns. Traditional marketing practices focus only on marketing activities and rarely pay attention to revenue generation.

Revenue Performance Management is a systematic approach that enables business leaders to analyze and quantify the results of marketing activities with the end goal of optimizing revenue growth.[1] It entails evaluating marketing and sales performance to identify drivers as well as impediments to this growth.


We have gathered 7 of the most effective strategies to boost your revenue performance.

Focus on revenue generation

You knew that already? We thought so, too! But the real issue is this: too many companies do not always

align their business plans with revenue goals.

Set your annual business plan with defined revenue targets. For example, Marketing is considered as one of the largest cost centers in most organizations. If marketing budget, however, is aligned with revenue targets, with corresponding ROI expectations, it could turn into a profit center and bring in predictable revenue to the table. A company can make this work depending on its level of revenue performance maturity.