B2B Sales Cycles Have Many Touch Points (#2)

Measuring marketing contribution to revenue (MCtR) is a dicey proposition for a variety of reasons.   Last post we talked marketing’s work in so many other areas that drives revenue, that to focus purely on lead generation to revenue contribution really under reports marketing’s contribution. In this post, we look at the complexity and number of…

Marketing Does More than Lead Generation (#1)

The first problem with the “Marketing Contribution to Revenue” metric is that it somewhat ignores the other aspects of marketing’s role.  In most companies I have seen, in addition to demand generation, marketing is also tasked with brand development, product positioning, competitive analysis, sales training, support, and sales cycle support once sales has engaged a…