account-based marketing Archives

Lead Gen Is Not the Finish Line: How Marketing Can Contribute Measurable Lift in Sales Revenue

One of the most fulfilling aspects of a career in demand gen is that you can directly impact revenue generation. It feels incredible to know that the activities you do daily, lead to your company’s success.

But for years now, marketers have been told that once a lead is converted to an opportunity, “hands off” by the sales team. In turn, marketers often have a narrow view into how to help drive sales lift or a false sense of limited accountability. Too often they think, “we hit our MQL goals so we did our part” or “closing pipeline is sales’ job,” when confronted with missed revenue goals.