The Revenue Marketing System

With decades of client-side experience in the marketing and leadership trenches, we’ve learned that top-tier marketing organizations consistently do five things very well: Understand. Align. Develop. Engage. Automate & Analyze. We call this the Revenue Marketing System.

A solid Revenue Marketing System has never been more important.

Buyer behaviour has fundamentally changed.

By the time your customer calls you, they’ve finished 57% of their (B2B) buying process and if they’re like 75% of B2B buyers, their preferred mode of due diligence is self-education. All told, about 95% of qualified prospects on your site are there to research and aren’t ready to talk to a rep.

C-suite expectations are skyrocketing.

About 73% of CEOs say their marketing organization isn’t growing the business like it should be.

Technology has changed everything.

Marketing technology is exploding, enabling hyper-relevant customer engagement, at scale, throughout the buyer journey.

It offers unprecedented opportunities for growth.

Companies that have advanced Revenue Marketing strategies, the right talent, content that engages, and the technology to automate these capabilities at scale see significantly higher sales productivity, lower costs per lead, bigger purchases, and better revenues.


To build outstanding buyer experiences that drive growth, B2B marketers need to deeply understand and operationalize the customer lifecycle and buyer personas. They must understand what their buyers are thinking, feeling, and doing at every stage of the customer lifecycle.

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Whether it’s pulling Sales and Marketing out of their silos and getting them to work together; lining up metrics, strategy and execution; driving intra-marketing alignment; or designing the lead to revenue process, driving growth requires alignment across multiple practices.

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From coaching, mentoring, and auditing the great marketing people you already have to identifying and filling skills gaps with an intelligent talent plan, talent optimization is essential for long-term growth.

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You can’t grow if your digital marketing channels aren’t optimized for conversion, your engagement plans don’t connect you with buyers, or your content doesn’t drive prospects to convert.

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Automate & Analyze

Growth requires a MarTech stack that delivers engagement at scale and analytics that optimize engagement and ROMI. And creating that stack requires proven practices for building a cohesive, strategic, and integrated MarTech plan.

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