As buyer journeys become more complex and businesses increasingly set goals to reduce churn and increase customer lifetime value, marketers are shifting towards influencing revenue and pipeline at all stages of the customer journey— from the first stages when prospective buyers may not even have identified a particular need, right through to fostering customer advocacy and account expansion.

There was also a historical focus on the lead — a marketing construct that would get lost when leads were handed to sales, where they would turn into opportunities.

All this means we are a long way from the immeasurable marketing of old. Therefore, marketers looking to prove their worth and tangibly demonstrate an impact to the business should adopt revenue marketing practices as a priority.