Closing the revenue rift
So where do we go from here?
In B2B today, marketers are now reporting higher levels of everincreasing pressure to deliver tangible bottom-line results – results that wills tand up to scrutiny at CEO/CFO level.
The pressure is growing steadily more intense year after year and, as a number of recent studies have shown, C-level faith in marketing is in decline.
For their part, savvy B2B marketers are trying to adapt. They are abandoning vanity metrics and focusing on those more directly related to ultimate business success. This is a laudable first step.
But they know it’s time to draw direct lines between what they do and a revenue uptick – and they are struggling to do this.
Throughout this report, we’ve given you tangible actions you should consider if you are looking to close the revenue rift in your business. But fundamentally, the action points fall into three main areas of focus:
1. Get on the same wavelength as the C-suite
The pressure to deliver revenue is not going away. So it’s imperative that forward-thinking marketers really understand what matters to CEOs and CFOs. Importantly, you need to be able to have constructive conversations about where revenue objectives come from and marketing’s role in delivering them.
2. Measure what matters B2B marketers are increasingly drowning in data.
B2B marketers are increasingly drowning in data. With the right
systems and integrations, you can now measure pretty much anything (albeit imperfectly in a number of cases). But too much of this data has precious little to do with ultimate success. Focus measurement on indicators that point to increases in revenue (whether this is in terms of volume, velocity or tactical effectiveness). In this, it will be critical to get a grip on attribution, moving to a multi-touch approach delivering greater insight into what’s really delivering results.
3. Establish more effective relationships with sales
Yes, everyone talks about ‘alignment’ but it’s about more than this. Alignment simply means that both sales and marketing are heading in the same direction with common goals. While this is critical to success, there’s more to it. Marketing needs to understand what really delivers standout sales success and work to use its unique skillset to deliver a multiplier effect at every stage of the sales cycle. Likewise, sales needs to give marketing the insights from being on the frontline that will help them deliver better leads through more targeted approaches.
It is, of course, no easy task. However, get it right and you could transform marketing’s place in the business for good.
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