The RMA - Revenue Marketing Assessment

The Revenue Marketing Assessment (RMA), facilitated by Revenue Practice in collaboration with CapametriX, is a self-directed tool that helps B2B technology companies evaluate and improve their revenue marketing strategies.

Take the RMA

Unlike the Revenue Marketing Index (RMI)—which serves as a public benchmark showcasing the industry’s most effective companies—the RMA is a private, in-depth assessment tailored to give actionable insights in areas like creative quality, sales profile strength, and market positioning. Research shows that aligning marketing to revenue can drive real profitability and growth, and the RMA helps companies pinpoint precisely where to make improvements.

This isn’t just a checklist; the RMA aims to reduce wasted spend, improve cross-functional alignment, and bring real ROI to each marketing effort. After completing the assessment, you’ll receive a tailored executive report with insights into your current capabilities, key areas for growth, and prioritized recommendations. Think of this report as a roadmap for setting actionable goals and channeling efforts toward where they’ll have the greatest impact.

Curious about your revenue marketing strength? Start with the RMA.Take the first step toward aligning your marketing with measurable revenue growth. Start the Revenue Marketing Assessment, and uncover a roadmap to bring more value to every marketing dollar.

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Comparing Perspectives: The Internal vs. External View

One of the RMA’s greatest strengths is its ability to align cross-functional perspectives. In many companies, marketing, sales, and executive teams have different ideas on what actually drives revenue, and these views don’t always align with the external realities measured by the RMI. For example, marketing might prioritize brand strength and social media engagement, while sales might focus on direct channel placement and sales profile strength. By comparing these internal views, the RMA enables teams to discuss where they align or diverge, and how they measure up to external benchmarks in the RMI.

Using the RMA often reveals surprising insights for both marketing and sales. For instance, a marketing team might see brand-building as their core strength, while the assessment shows that most conversions stem from direct sales touchpoints. And if your teams agree on everything? They’re probably just agreeing that the other team’s priorities are at fault when the pipeline stalls!

“The only sustainable competitive advantage is an organization’s ability to learn faster than the competition.” 

- Peter Senge

By fostering cross-departmental dialogue and aligning internal views with industry benchmarks, the RMA provides a foundation for continuous learning and improvement. This keeps teams agile and ready to adapt to changing market demands and customer needs.

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Why Profitability Hinges on 16 Key Criteria

Revenue Practice’s research identifies 16 core criteria that drive profitability in revenue marketing. Each criterion is weighted based on its potential impact to sales and marketing campaign profitability, not just that standard conversion rates, customer engagement, and sales alignment:

• Quality of Creative (14%): Engaging, high-quality content captures attention and influences purchasing decisions.

• Sales Expertise (11%): Skilled sales teams play a critical role in converting leads into revenue and nurturing client relationships.

• Market Segmentation (5%): Accurate targeting allows for personalized messaging that maximizes engagement and conversions.

The percentages reflect how much profitability can increase by refining each area. For example, optimizing Sales Expertise could potentially improve overall profitability by 11%. Companies that focus on these key criteria have been shown to achieve higher profitability from their sales and marketing efforts. By aligning resources toward these high-impact areas, teams can channel their efforts into what truly drives revenue.

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“Marketing is not the art of finding clever ways to dispose of what you make. It is the art of creating genuine customer value.” 

- Philip Kotler

The RMA and RMI support companies in shifting from a lead-centric approach to one that creates true value, strengthening customer relationships and driving profitability over the long term.

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Value-Driven CTAs: Creating Community and Engagement

Revenue marketing extends beyond transactional goals. The RMA helps companies create value-led Calls to Action (CTAs) that foster deeper customer engagement and build a loyal community. With a value-driven approach, CTAs aren’t just tools to prompt a quick sale—they’re invitations that position the brand as a partner, building trust with customers. Here’s how value-led CTAs inspired by the RMA create community and engagement:

• Benchmarking Reports: Personalized reports that compare performance against industry standards establish credibility and position your brand as an industry leader.

• Industry-Specific Indices: Companies can create unique indices—such as an Employee Happiness Index for HR tech or a Cybersecurity Vendor Index for evaluating potential security vendors. These community-driven benchmarks offer relevant insights, facilitate conversation, and position your brand as a thought leader in the industry.

These offers go beyond standard lead magnets; they invite prospects to engage with your brand in an insightful, collaborative way, positioning your company as a trusted resource. This kind of engagement builds trust, fosters loyalty, and starts conversations that can evolve into long-term customer relationships.

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What to Expect from Your RMA Report

Upon completing the RMA, you’ll receive a comprehensive executive report that goes beyond a simple scorecard. Here’s what it includes:

1. Capability Star Rating: A quick view of your company’s capability level, with a breakdown of areas where you’re strong and those needing improvement.

2. Top Recommendations: Tailored, high-impact recommendations that help you prioritize actionable steps, from refining SEO and social media tactics to improving brand messaging and strengthening sales alignment​.

3. Capability-Specific Feedback: Detailed feedback on each of the 16 criteria, from brand strength to leadership ratings, showing where your strengths lie and where opportunities for growth exist.

4. Benchmarking: A comparison of your results against industry averages, offering a clear picture of how your performance stacks up to peers.

   
   

This report isn’t meant to give definitive answers—it’s a strategic tool to guide discussions, set priorities, and inspire action. It shows where you’re excelling, where competitors may be outperforming you, and how you can better align your teams to maximize each area’s revenue potential.

“Remember: the RMA is not just about what’s working or what’s lacking; it’s about where you want to take your strategy next.”Use your results as a roadmap, keep experimenting, and revisit the RMA regularly to optimize your approach to growth.

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Industry Insights and Next Steps

Here are some strategic insights and next steps to consider as you engage with the RMA:

1. Conduct Regular Team Check-Ins Post-Assessment:

   • Tip: After completing the RMA, set up monthly or quarterly check-ins with key stakeholders in marketing, sales, and leadership. Reviewing the RMA report keeps everyone aligned on the most impactful goals and helps teams track progress toward shared revenue outcomes.

2. Align RMA Insights with Customer Feedback:

   • Tip: Combine RMA insights with direct customer feedback. If a significant percentage of customers value thought leadership, consider investing more in high-value content and PR. Realigning based on customer input strengthens the case for budget allocation and prioritization.

3. Create Your Own Industry Assesmnst and / or Index to Foster Community:

   • Suggestion: Inspired by the RMI and RMA? Create your own Industry Assesment and / or Industry Index tailored to your niche market. We will help you build the most valuable asset to your buyer, whether thats An Employee Happiness Index for HR tech or a Cybersecurity Vendor Index for potential partners allows you to address specific customer challenges, sparking conversation and strengthening your community. Providing objective, valuable insights fosters loyalty and establishes your brand as a trusted resource for buyers at all stages—not just those ready to purchase.

With these insights, the RMA becomes more than an assessment—it’s a springboard for collaboration, a roadmap for strategic alignment, and a foundation for long-term revenue growth. By aligning internal perspectives, creating customer-centric engagement, and focusing on high-impact criteria, the RMA empowers your team to turn each marketing dollar into measurable revenue growth.

Take the RMA

Revenue Practice (RP) is a growth consultancy focused on revenue generation through customer obsession and hyper-organic marketing. We work with business-to-business technology marketing directors, CEOs, and PE firms to drive scalable, profitable growth while reducing costs and enhancing marketing efficiency. By building bespoke, high-impact teams, we deliver tailored strategies aligned with business objectives for a select group of key clients—ensuring measurable results from strategy to execution.