“Marketing doesn’t drive revenue — sales does.” Sound familiar? I can’t tell you the countless clients I have worked with who have made statements like that, illuminating their company’s narrow perspective on marketing as a cost center, not a revenue center.
As I should hope we all know, no department can operate independently and effectively drive revenue, at least not in any sustainable way.
Revenue growth is a matrix of cross-functional responsibility across engineering, finance, operations, sales, marketing, customer success and others. All parties across the enterprise have a hand in driving and building revenue. As the rest of these key functions and stakeholders play their part in the equation, sales and marketing specifically must work closely together — jointly, really — to drive revenue.
Legacy metrics don’t tell the whole story
The problem is that it’s easy to benchmark and measure sales performance with traditional higher-level and revenue-based KPIs. The difficulty and tension comes with the fact that marketing has traditionally been measured on different KPIs. They are measured on legacy micro-level KPIs like lead conversion.
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