In this insightful episode, co-hosts Mark and Elle dive into the findings of the Demand Spring 2023 Revenue Marketing B2B Benchmark Report. They discuss the significant progress in revenue marketing practices, with 50% of respondents believing they have matured in this area. The conversation also touches on the long-overdue tracking of revenue sourced by marketing, and the persistent challenges in aligning marketing and sales teams together. They also reflect on the effectiveness of a multi-touch approach in long sales cycles.

 

Key Takeaways:

[1:30] 50% of people believe they have mature revenue practices. Elle believes we’ve really come a long way!

[5:25] Elle notices that technology companies tend to be a lot quicker in adopting “newer” marketing methods compared to more traditional industries.

[7:55] Companies tend to underestimate expansion opportunities and marketing channels can really help them unlock it further.

[11:50] Companies are only just now tracking what revenue is being sourced by marketing. Why did it take so long?

[13:40] Marketing and sales alignment is still a big challenge for many organizations.

[15:55] Sales and marketing people are wired very differently.

[17:20] How do you achieve true sales and marketing alignment?

[22:55] There’s not a single business in the world that would not benefit from better data-analysis rituals.

[24:55] A lot of companies had a strong Q1 and Q2, but people were struggling in Q3 and Q4.

[30:25] Mark explains why a multi-touch approach in a long sales cycle makes the most sense to him.

[33:25] Mark reads out loud the content marketing results and the percentage of how many organizations are actively managing/thinking about their content strategy.

[35:30] Elle and Mark share some of their final thoughts and talk about what’s next for 2024.

 

Mentioned in This Episode:

Demandspring.com

2023 Revenue Marketing B2B Benchmark Report