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Look! Up in the sky! Is it a bird? A plane? No, it’s a Revenue Execution Hero!
Invoca’s new “Revenue Execution Heroes” program gives our customers a platform to highlight the successes they’ve achieved with our platform. It also has perks like personal branding opportunities, VIP invites to regional events, access to private beta programs, and more.
As part of the program, we’re shining a spotlight on our most inspiring heroes. Today’s featured hero is Amanda Sloan, Director of Marketing at Acadia Healthcare. Acadia Healthcare is one of the largest providers of behavioral healthcare services in the world, operating treatment facilities in nearly 600 cities throughout the United States, Puerto Rico, and the United Kingdom.
Check out our Q&A with Amanda below, where she shares how she got started in marketing, the future trends she sees on the horizon, and how her partnership with Invoca helped her grow.
At first, I planned to become a corporate attorney with a joint JD and MBA. Then I had two marketing classes as part of my MBA curriculum that altered my entire career trajectory.
I took a class where the brand manager for a fabric softener came in and talked about his brand, his customer segments, and how he changes people’s lives with marketing. The second class was called Pushing the Numbers in Marketing, and it was all about measuring the impact of campaigns and marketing efforts. I remember the moment I realized THAT was what I wanted to do. Not necessarily fabric softener (although who doesn’t love a good fabric softener), but shaping messages and products to change people’s lives.
I started out of graduate school as a marketing analyst, became a marketing manager, and then was an SVP of an all-star team. Along the way, I had some incredible opportunities and mentors that provided chances for me to develop new skill sets and try new roles.
My first few roles were in the publishing and retail industries, then I made the leap to healthcare. I love that I get to be a part of people’s treatment journeys!
I love to bake, plan trips (Disney World is my true home!), and I’m crazy about dogs.
Working with Invoca has stretched me in a fantastic way! I’m not a “technical” person. I can’t work my home remote control and I have no idea how Wi-Fi works (I just whine when it doesn’t). So helping transition Acadia to Invoca has really empowered me not to let my fear of “technology” get in the way of learning and asking questions.
I get really excited about revenue execution technology and how it works. That knowledge and enthusiasm also gave me a baseline to ask questions about other platforms and data structures.
We use the Invoca platform to deliver the marketing intelligence our team needs to optimize paid search, increase call volume and quality, and improve conversion rates and marketing ROI. All while reducing dedicated resources and without calling in the data scientists.
Here are some of our results:
Want to read more of Amanda and team’s incredible story? Check out the full Acadia Healthcare case study here.
A big one is automation and leveraging insights from AI. Ten years ago we talked about “big data” without being able to imagine the rich information that would be available today.
We recently watched a Disney movie called Rons Gone Wrong. The premise is that a robot connects all of your algorithms, online activity, and profiles to create the perfect “friend” for you. It struck a chord with me because I think that concept is the future of marketing. AI and automation can see trends and insights that are invisible to us. It can anticipate things we need before we need them. Not just auto-refilling current purchases, but seeing a search for a topic and anticipating what our next step will likely be — whether it’s researching, calling, or purchasing. I think our biggest challenge as marketers will be figuring out how to get there.
Losing sight of the goal. Our job as marketers is to meet people where they are and tell them how our brand, service, and product can meet their needs. Sometimes we get concerned about trying to do something “flashy” or “unique” and forget our brand identity and core customer. This makes the attempt feel inauthentic and cheap.
The other mistake is being disconnected from the core mission of the company. A marketing team can promise anything, but if it’s disconnected from the core mission, product, or service, then it does everyone a disservice. Align your message with who the company is. If you don’t like the company's mission and who they are at the core, you won’t change that with a fabricated marketing message.
Intentionally learn about all of the new tools, platforms, and specialty areas as they enter the marketing arena and be open to evolving! Fifteen years ago traditional media was king and people would have laughed at the idea of spending marketing dollars on an online social platform. SEO, digital advertising, social media teams, online influencers, and streaming services are all relatively new and have revolutionized how we talk to our audience.
No one knows what the world has in store in 2036. But you can be sure it will look completely different from today and you’ll want to be equipped when it comes!
Are you interested in becoming a hero? Turns out you don’t need to get bit by a radioactive spider. You just need to be an active Invoca customer and participate with the community in some of the following ways:
What do you get out of it? Below are some of the perks that Revenue Execution Heroes enjoy:
You can register to become a Revenue Execution Hero here or scan the QR code below. Just remember: with great power comes great responsibility.
