Your revenue projections are your firm's crystal ball. 

If your backlog, pipeline, and projections are organized, it can position your firm in a way to do healthy, proactive marketing to win highly profitable work.

In this episode, John and Mark break it all down:

• How marketing can make both a short- and long-term pipeline impact
• How marketing's goal should be different for active, passive, and future buyers
• How niche specialization can lead to higher margins
• How revenue projections can impact recruiting and resource allocation
• The concept of splitting the funnel into vertical segments
• Why you should over-invest in marketing for new or emerging verticals

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