State of Revenue Marketing Report: Objectives, Accountability, and Challenges

In our first annual “State of Revenue Marketing” report, Heinz Marketing surveyed hundreds of B2B marketing leaders in the United States to explore how the best marketers think about, measure, report on, and operationalize revenue marketing using data, analytics and automation to meet their company revenue goals. You can find the full report here.

And an interesting theme emerged around the breakdown of the different revenue marketing levels:


As part of the State of Revenue Marketing series, we'll explore:

  1. Objectives, Accountability, and Challenges (this article)
  2. Operations Team, Analytics Skills, and Capabilities
  3. Measuring What Matters for Revenue Marketing Performance
  4. Revenue Marketing Technology and Data
  5. Last Look: What Makes Revenue Marketers Tick

So, without further ado, let's dive into the first part: Revenue Marketing Objectives, Accountability, and Challenges.

Top 3 Objectives for Revenue Marketing in 2018-2019

  1. Prove marketing contribution to revenue
  2. Measure and report on marketing ROI
  3. Improve existing marketing campaigns

B2B marketers are increasingly accountable for revenue. CMOs and VPs are expected to show measurable results, and those who can’t deliver have some of the shortest tenures in the C-suite. This means B2B marketers at all levels must focus on sourcing a specific percentage of overall revenue  and while helping build the sales pipeline with qualified opportunities. This is a massive shift from traditional activity-based marketing or marketing communications to one that enables the revenue success of the entire organization – more so than even sales.

67% of B2B marketers are accountable for revenue performance or contribution.

Revenue Priorities

Even though marketers increasingly focus on revenue performance, lead generation weighs heavily. This year, more marketers are looking to drive revenue from existing accounts (cross-sell and up-sell). 


Revenue Marketers have the highest percentage of marketing-sourced revenue through new accounts, ahead of both Demand Marketers and Lead Marketers. However, Revenue Marketers also grow revenue throughout the entire customer lifecycle, through up-sells and cross-sells, driving the highest percentage of revenue influence from existing customer accounts.



Revenue Marketing Challenges

Marketers at all performance levels struggle with lack of data and analytics skills in their quest to grow revenue. For Revenue Marketers, the main challenges are poorly managed marketing technology and siloed data.  For Lead Marketers that aren’t quite as far down the revenue path, they struggle more with foundational issues such a clear definition of the revenue cycle.



Revenue Marketing Confidence

Many factors play into how much confidence B2B marketers have in achieving a revenue goal. Strategy, people skills and capabilities, organizational alignment, management, budget, data and technology are just a few. Our research shows that Revenue Marketers have a much higher level of confidence in their ability to hit their organization’s revenue goals compare to Lead and Demand Marketers.


Check back in the next week as we explore the second part of our series: Operations Team, Analytics, Skills, and Capabilities. If you'd like to download the full report here.


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