Drift announced its new Revenue Acceleration Platform, which it described as a new category that expands its original positioning of Conversational Marketing to a broader company vision.
Revenue Acceleration “combines conversation, marketing, and conversational sales to help companies grow revenue and increase customer lifetime value,” said Drift CEO David Cancel.
Drift still backs Conversational Marketing and Sales “100%,” but is expanding its vision of marketing to impacting the entire customer lifecycle “from acquisition to renewal to expansion.”
“We weren’t thinking big enough,” posted Cancel.
Cancel described marketing as evolving across a series of eras. In the 20th century, “the madmen era,” marketing focused on the brand and didn’t have a seat in the C-Suite. Marketing was “in service to the CEO.” The Internet brought us the second era, “the demand generation era,” when “we became reliant on do-it-yourself in human ops,” and the CMO role was created. Marketing focused on lead creation and was “in service to the CRO.”
However, the world of marketing is continuing to evolve. Demand generation is “not enough anymore.” We are now entering the third era, “the revenue era,” which is broader than Drift’s original vision of Conversation Intelligence.
“We had a vision of the world where people are free to have a conversation with any business, at any time, on their terms. We thought what we were doing was helping marketers drive more leads. But what we found is that when companies adopted Conversational Marketing, it wasn’t just about marketing. In fact, what we were doing was unifying sales and marketing and directly impacting revenue. And not just revenue from new business, but revenue across the entire customer lifecycle. We have already seen this transition with some companies.”Drift CEO David Cancel
COVID-19 has accelerated the transition to this new era where the buyer is in control, “digital is everywhere, and the best experience, story, and service wins.” The new Revenue Acceleration Platform brings together Drift Chat, AI [chatbot] Automation, email, video, and a new Drift Prospector service.
Tomorrow’s blog covers the new Drift Prospector Service. Here is a graphical preview: