It’s time for B2B marketers to move beyond leads and start being accountable for pipeline and revenue.
Why pipeline and revenue? First, CEOs are demanding it—according to an Accenture strategy report, CMOs are first in the firing line if organizations don’t reach their growth goals. Next, it’s how marketing teams earn larger budgets. If you can speak the language of the CEO and CFO and prove ROI, you’re much more likely to make a convincing budget request. And finally, from a personal perspective, demonstrating pipeline and revenue impact is a great way for marketers to advance their careers.
In this ebook, we explore a 6-step foundational framework to revenue marketing. No hacks, trends du jour, or fads—just a tried and true approach.
Read the ebook to find out:
- How to overcome common challenges in identifying the right target audience
- Best practices for making budget allocation decisions
- Tips on operationalizing resources and technology for coordinated execution
- How to turn marketing performance data into better plans
- And a lot more