Sep 10 2021

Today’s Marketers Are Being Asked to Drive Revenue. Here’s What That Takes.

The responsibilities of B2B marketing teams have shifted dramatically in recent years. Whereas a marketers’ primary goal was once to generate sufficient leads for sales teams to meet corporate revenue...

The responsibilities of B2B marketing teams have shifted dramatically in recent years. Whereas a marketers’ primary goal was once to generate sufficient leads for sales teams to meet corporate revenue goals, the silos between sales and marketing are breaking down rapidly. In the modern organization, every go-to-market team is expected to contribute to the company’s bottom line — and therefore they all must be oriented towards revenue.