Marketo, Inventing Something New

  • Develop a new category
  • Capture the leadership position
  • Attract key influencers


In 2009 Marketo launched an internal initiative called the Revenue Cycle Optimization project. Their goal was to develop a compelling argument for stronger alignment between sales and marketing organizations in order to better drive revenue through any given business – top to bottom. In early 2010, Marketo was ready to bring the initiative to life with a comprehensive annual report supported by leaders in the community and a content driven website.

Marketo engaged BAT to partner in the articulation of a new category to reach beyond marketing and into the entire revenue life-cycle – thus Revenue Cycle Optimization was born.

With our deep understanding of both the value and the process of marketing automation, as well as a strategic process that aligns sales, marketing and executive teams, BAT served as a strategic guide in developing a business strategy with practical go-to-market tactics. BAT lead and engaged some of the best minds in the industry producing a brand strategy, creative concepts, print design, info graphics, website design, content strategy and planning, executive editing and copy-writing.

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