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.
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:
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