The pressure is on — marketers are becoming more responsible for driving revenue. In fact, Forrester research shows that 82% of CMOs have goals tied directly to revenue. As such, modern marketers are taking an active approach to measuring and accelerating pipeline — a task that was typically reserved for sales. But at companies such as Oracle and CenturyLink, there is a growing priority for marketers to generate pipeline metrics, including velocity, which can provide key insights to accelerate deals and streamline customer retention and advocacy.
Despite the buzz around artificial intelligence (AI), many B2B organizations have been slow to adopt and deploy AI-powered applications due to a limited understanding of the technology and how it can impact all areas of the revenue engine.
During its Summit in Las Vegas this week, SiriusDecisions debuted a new matrix framework to help companies better understand the four categories of AI, as well as use case examples and guidance for advancing their AI journey.
Allocadia, a marketing performance management solution, announced it has partnered with Bizible, a B2B marketing attribution and planning software. The partnership will bring the two solutions together as a joint offering designed to help users optimize revenue performance by providing insights into where to invest marketing budget.
Next week, I’ll be heading to one of the first conferences for B2B marketers to focus exclusively on measurement and revenue optimization. Circulate 2017, taking place Sept. 14-15at the W San Francisco, will bring together thought leaders and practitioners from different roles — all with the common interest in measuring and optimizing marketing and sales performance.
The trend is clear. The role of marketing is changing and expanding to encompass revenue accountability. In the not-so-distant past, the sole goal of many B2B marketers was focused on building awareness, creating desire and generating leads. Once initial interest was generated, sales took over. Sales leads were handed off to sales teams, and the marketing team could scoot back to their creative dens to plot the next campaign. No longer. Marketing is not limited to brand awareness and lead generation anymore and is becoming more directly responsible for revenue generation. That job doesn’t end with dropping the leads off at the sales funnel entrance.
Radius announced it is making its B2B contact and account data consortium, The Network of Record, available to all customers of the Radius Revenue Platform, its software platform. Prior to the announcement, Radius clients were charged for data based on their needs. Now, the data is part of the full subscription package.
While everyone talks about the amazing return they are seeing from their account-based marketing (ABM) initiatives, there has not been enough education on the right steps to take to launch an ABM program that drives revenue.
Effective ABM implementation and execution are among the variety of topics on tap at the B2B Marketing Exchange in Scottsdale, Ariz. Nick Ezzo, VP of Demand Generation at Host Analytics, will take the stage to explain how he and his company tackled ABM in his session, Building An End-To-End Strategy For ABM Success.
As a B2B marketer, my mission is to drive revenue.
This mission is one that I’ve been privileged to take on time and time again to multiply the customer base at several of the top enterprise software companies on this planet. From early days at Eloqua to Five9 and now Infusionsoft, the pipeline and leadership expectations for the marketing team has always been huge, requiring a vision and team that will hopefully act as a precedent for other marketers faced with aggressive goals. While I’ve had some early wins and lessons learned – I am now tackling the steepest challenge of my career as the VP Demand Marketing at Infusionsoft.