Use Cases
Revup bridges the divide between the CMO and the CEO, CFO and investors.
Revup marketing to meet the financial demands of the C-suite.
- Align marketing budget with expected outcomes
- Measure marketing outcomes in financial terms
- Track and optimize marketing spend
- Conduct scenario planning to pivot plans instantly
- Factor marketing effectiveness into valuation
For the CMO
The CMO has to swivel from the executive world of strategy, finances and cashflow to the marketing world of brand, demand and customer experience - and back again. Too often, CMOs struggle to get a seat at the boardroom table because of “in the weeds” or “vanity” metrics that don’t show up on the company’s bottom line.
Revup is the executive management tool the CMO needs to translate marketing speak into executive speak - from marketing attribution metrics to marketing financial performance. Revup is focused on marketing financial performance including budgets, expenses, objectives and key results, ROI and business value.
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For the CFO
The CFO demands financial accountability from marketing but struggle to justify increased budget requests when marketing’s ROI is difficult to quantify. Marketing expenses are also difficult to categorize and determine which are productive and which are operational in nature.
Revup calculates Marketing ROI and clear-cut Business Value associated with typically soft marketing metrics like Leads. Also, Revup enables marketing to track and categorize every expense so that every dollar at any given time is accounted for.
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For the CEO
The CEO is always looking to produce value for investors. In addition to being confident that the company’s marketing investment is paying off in terms of growth, the CEO is seeking to maximize the company’s overall valuation.
Revup measures marketing performance like an investment. Marketing has short-term gains (sales), mid-term gains (pipeline) and long-term gains (customer retention and brand equity). Revup’s Business Value Calculator puts real financial value on these outcomes that, in turn, boost a company’s valuation.
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Budgets
Aligned to objectives
Expenses
Tracked to the penny
Performance
Reported instantly
Business Value
In financial terms
For Investors
Private equity and venture capital firms conducting M&A due diligence need to have a clear grasp not on the product, service or technology of the target company, but also of their go-to-market (GTM) function.
Understanding the effectiveness of the “marketing machine” and what Business Value it has produced is similar to evaluating a farm not only for the most recent harvest, but also the seeds in the ground, the quality of the soil, and expected crop yield for years to come.
Revup can be dropped into place during due diligence, and with some imported data from the target, produce an ROI and Business Value produced by the marketing investment to date.
This information helps investors analyze the probability of sustained growth or understand what changes may be required.