Is Revenue Optimization The Future Of Marketing?

May 3, 2017 Mike Lieberman, Chief Revenue Scientist

Sales And Marketing Are Dissolving Into Each Other; Revenue Is The Only Metric That Matters

We’ve all been in these meetings where the question gets asked: What are our revenue goals for the year, quarter or month? The management team is meeting to make sure everyone knows the revenue goals for the company. It all starts there. You have aggressive revenue targets and you need to make sure you have all of the supporting pieces in place to help you hit and exceed these goals.

However, from there it’s usually a pretty big drop-off. The marketing team doesn’t share these goals, so it’s looking at lead generation, website visitors and content creation. The sales team starts reaching out on its own with little practical support from marketing. Any leads marketing generates are usually poor quality and all of the pressure for revenue attainment falls on the shoulders of the sales team.

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