Marketing's Role in Generating Revenue Is Increasing—An Interview with Debbie Qaqish

RainToday.com's Podcast: Marketing & Selling Professional Services

If you're a marketer, has your CEO asked you what you're going to do about revenue? If not, get ready for it.

Thanks to changing buyer behavior and the new economic climate, CEOs are taking a harder look at marketing's involvement in generating revenue. Traditional marketing is giving way to revenue marketing where marketers play a larger role in bringing in new business—and are able to clearly state how they did so, says Debbie Qaqish, author of the upcoming book The Rise of the Revenue Marketer.

Rise of the Revenue Marketer by Debbie Qaqish"A CEO at the end of the day doesn't care about your click-through rate or how many emails you sent. What they really want to hear about is what impact is marketing making on the business," she says.

They're interested in how much marketing contributes to the sales pipeline, lead conversion rates, and opportunity to win rates. Marketing must be much more involved in the sales process. While that means making some significant changes within an organization, it also means marketing's role is more important.

"We're seeing brand-new careers blossom," Qaqish says. "It is a part of the marketing continuum that really helps marketing finally earn that seat at the table. So, when the CEO goes to the executive team and says, 'Team, what are we going to do about revenue this year?' it's not just the VP of sales answering; it's also the VP of marketing."

Listen as Qaqish discusses:

  • The difference between traditional marketing and revenue marketing
  • How revenue marketers are making a significant impact on their organizations
  • The key role marketing automation plays in revenue marketing
  • Ways to better align sales and marketing
  • How to transition from traditional marketing to revenue marketing

Listen

Length: 23:35

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