The Revenue Rift is the result of our recent research into how B2B marketers in mid-market and enterprise businesses are dealing with the demand to deliver increased pipeline and greater revenue. A full report of the research is available at consideredcontent.com/revenue-rift Or watch the on-demand webinar at brighttalk.com/webcast/452/297179 Got questions? Email hello@consideredcontent.com

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Revenue— the new elephant in the room

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52%of mid-market and enterprise
marketers said they are under
a lot of pressure to deliver
pipeline and revenue

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86%say this pressure has got
worse in the last 12–18 months

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49%say it’s increased a lot

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70%of professional services
marketers feeling under
a lot of pressure

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60%of tech marketers feeling
under a lot of pressure

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Intenseis the new normal

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59%expect the pressure to
continue to intensify in
the coming year

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70%of professional services
marketers feel this way

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63%of tech marketers agree

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Pipeline & Revenue
important + urgent

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31%say increasing
marketing-driven revenue
is a key marketing priority

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34%if you just ask enterprises

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The big question
What criteria are you really
being judged on by the C-suite?

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3 things…
1. Get on the same page as the
c-suite — talk the same language
2. Pre-empt the issue — what will
you need to change?
3. Get ahead of the problem — set
your own revenue targets

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Measurementproving the real value of marketing

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37%use marketing-generated
pipeline as a key metric

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45%track closed:won
(and 42% measure win rate)

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39%measure net new leads

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#1metric to measure performance:
increasing pipeline/revenue

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Speed

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Speed
Just 23% measure
pipeline velocity
(17% in professional services
but 25% in manufacturing)

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The big question
If what you measure has such an
impact on your wider marketing,
are you sure you’re measuring
the right things?

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3 things…
1. Get clarity on where revenue targets
are coming from — avoid ambiguity
2. Understand what you need to
measure (and what you don’t)
3. Don’t overlook pipeline velocity

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AttributionCan you prove effectiveness?

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82%say they need to improve the
link between marketing activity
and increased revenue

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1/3need dramatic improvement

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Sector split

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25%use no attribution at all
• 40% for construction
• 30% for financial services
• 37% for tech

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First? Last?

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The big question
If you are unable to align
marketing activity to bottom-
line revenue, how will you show
marketing’s contribution to
business success?

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3 things…
1. Got attribution? Look at the possible
effects of your chosen approach
2. Begin moving to weighted multi-touch
3. See what technology can help
(but go in eyes wide open)

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Getting a return
Was it all worth it?

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27%
Value of generated pipeline

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24%
Customer lifetime value

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18%
Marketing-generated revenue

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27%
aim for between
1:1 and 2:1 return

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28%
aim for between
2:1 and 5:1 return

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<45%
Percentage of the time they
achieve their ROI targets

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23%
of respondents are sure
of hitting their pipeline
and revenue targets

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The big question
How you determine ROI can
have a significant impact on
how you market—are you
making the best choice for
your business?

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3 things…
1. Be clear on the effect of your
ROI choice
2. Audit ROI performance to date
— what’s really delivering for
the business?
3. Missing targets? Have the hard
conversation early

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5 barriersto success

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5 barriers
ONE
Lack of clarity from
management

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5 barriers
TWO
Unreasonably short
timeframes

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5 barriers
THREE
Sales and marketing
misalignment

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5 barriers
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Poor quality content

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5 barriers
FIVE
Underperforming
agency partners

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Closing the rift

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Closing the rift
1. Get on the same wavelength
as the C-suite
2. Measure what matters to the
business
3. Establish more effective
relationships with sales

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Thank you
Download the full report at:
consideredcontent.com/revenue-rift
Further questions?
jason@consideredcontent.com