Today's chief marketing officers (CMO) have the toughest job in the C-suite because technology has altered their responsibilities in ways their training has not prepared them to do—from digitizing the front office and managing data to providing sales with new opportunities. CMOs at business-to-business companies feel the added pressure of quantifying the return on their spending. Fortunately, the double-edged sword of technology opens up a solution to the challenges it inflicted, and The Revenue Acceleration Rules is the eye- opening guidebook to upgrading your marketing into a more competitive, more personal, and highly accountable approach.

Automation has ushered in an onslaught of noisy spam across all channels, and most people have effectively tuned out all outreach efforts. To generate the quality opportunities that sales teams can turn into profit, marketers need to authentically personalize experiences. The comprehensive, system detailed inside starts by orienting your marketing into an accounts-based strategy to better align with sales. Then, it demonstrates how to integrate all your data into a single consistent view of the customer and apply artificial intelligence (AI) and machine learning to produce data-driven personalized campaigns.

Whether you're focused on small or large businesses, transitioning to account-centric approaches, only use direct sales, or rely on channel sales, the authoritative coverage offered here gives you everything you need to:

• Invert the outdated revenue funnel to focus on opportunity quality by identifying the accounts you want to convert using account-based marketing (ABM)
• Boost your revenue funnel by modeling use cases demonstrating how account-centric strategies are applied in real-world marketing and sales programs
• Get it right the first time by following a ten-step framework to choose a use case, prepare your data, bring your team up to speed, and launch

This is the first time the cofounders of Lattice Engines have made their company's unrivaled AI-based marketing and sales solutions for accelerated revenue growth available to everyone. In addition to firsthand, practical explanations designed to jumpstart implementation at any size company, commentary from industry experts sheds light on how this approach works across a variety of industries.

Align your processes and metrics to your sales team with The Revenue Acceleration Rules and watch the tactical 1-to-1 marketing you need drive exponential growth.

PRAISE FOR THE REVENUE ACCELERATION RULES

"By judiciously applying AI to data-intensive marketing tasks, such as finding and prioritizing the right buying organizations, and then selecting the messages to deliver to the right people inside those organizations at the right time, marketers can realize dramatic productivity gains. This book is a great guide for anyone looking to accelerate their programs with data and machine learning."
―KERRY CUNNINGHAM, senior research director, Demand Creation Strategies

"Data is the oil for a modern marketer's engine―it keeps everything moving smoothly―and AI is the next step for any data-driven marketer. This book is a must-read for anyone who wants to take their marketing and sales programs to the next level with AI."
―TOBIAS LEE, CMO, legal division of Thomson Reuters

"It is a challenging time for marketers. Not only are they expected to drive creative campaign development, but they are also tasked with driving bottom-line growth. With Dun & Bradstreet data fueling Lattice Engines, modern marketing teams can access data-driven insights to identify high-impact leads and personalize outreach with curated content that meets their customers' specific needs."
―MICHAEL BIRD, EVP and GM of Global Alliances, Partnerships and Audience Solutions, Dun & Bradstreet

"Sales and marketing teams need to work in perfect harmony to drive revenue success, that's why account-centric programs are so important to implement. Coming from a data-driven company, this book is a great guide to understanding how you can use data to supercharge your account- centric campaigns and programs."
―LEA ANN EBLIN, vice president of Global Marketing Operations, Strategy & Planning at Citrix