Marketing is frequently seen and dismissed as a cost center rather than as a revenue generator.
To offset that perception and bring marketing’s true potential to the business, marketers need to speak the language of revenue and employ hard metrics.
Neither corporate sales nor marketing people are particularly well tuned to their buyer’s journey on the road to making purchase decisions, which often results in significant lost opportunities.
To earn a seat of respect at the corporate table, marketing needs to adopt some of the practices used by sales—forecasting results, making solid business cases, using metrics that matter, and adopting leveraged compensation plans tied to revenue.
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