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More Revenue Responsibility

Meanwhile, these new channels are critical in delivering new prospective buyers who could, in turn, deliver net new revenue to the business. As B2B marketers find the channels, tools, and data sources to reach, acquire, convert, engage, close, and retain customers, they are becoming increasingly responsible for a portion of a company’s revenue. This is an incredible shift in accountability from the past when marketing could come up with creative campaigns and not worry about the contribution to bottom-line results. Today, we’re being called upon to account for a specific percentage of revenue delivered, the return on marketing investment, and customer acquisition costs and lifetime value—all made possible by the real-time, data-driven nature of the Internet.

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