#EE10SF – Joe Payne, CEO of Eloqua – Keynote Summary

I’m currently attending the Eloqua Experience Conference in San Francisco and will provide quick summaries of the keynotes/presentations that I attend.

Joe Payne, CEO of Eloqua, gave a keynote presentation this morning titled Unleashing Your Revenue Engine. Simply, the keynote highlighted the concept of Revenue Performance Management or RPM.

RPM in a Nutshell

The idea is to provide sales and marketing with a consistent way to measure and report efforts back to the C-Suite. For example, looking at days leads outstanding (DLO), which analyzes the number of days of marketing quality leads (MQL) to closed sales.

Eloqua is proposing a single framework – called the C-Suite 16 (“Suite 16” for basketball fans), which provides reports across all industries. With this framework, C-level, sales and marketing can pinpoint key questions to identify opportunities and grow the company versus focusing on “marketing is giving us bad leads” or “sales isn’t working the leads.”


Too often, we hear about the friction between sales and marketing. With a consistent language and methodology, this gap can finally be closed, allowing sales & marketing to drive corporate growth forward, cooperatively. Kudos to Eloqua if it succeeds in developing this common language.

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