Stop being the budget the board wants to cut.
Get marketing, sales and the numbers telling the same story, so everyone can see what marketing brings in.
Revenue marketing
Most B2B marketing teams are measured on activity: leads, impressions, clicks. Revenue marketing flips that. It makes marketing accountable for the numbers the board cares about: pipeline, deals won and revenue kept.
That means looking at the whole customer lifecycle, not just the top of the funnel. Winning new business, converting it faster, and keeping and growing the customers you already have.
I’ve done this on both sides: marketing programmes generating over 90% of new business at Spotler, and a customer conference at CommuniGator whose attendees renewed at around 87%.
What you get
Marketing designed, measured and improved around revenue.
Programmes, campaigns and metrics tied directly to pipeline and closed revenue.
Always on programmes combining content, ABM, events and automation.
Clear attribution so leadership can see how marketing drives and influences revenue.
Shared revenue targets, shared definitions of qualified and closed loop reporting.
Lifecycle marketing, customer events and advocacy that keep customers and grow accounts.
CRM, intent data and automation to find in market buyers earlier and move them faster.
Interactive
Same team, same budget. Flip the switch to see what changes.
Measured on
Leads and clicks
Pipeline, deals and revenue
Handover
Leads thrown over the wall
Agreed definitions and fast follow up
Reporting
Activity reports nobody reads
One view of revenue both teams trust
Customers
Forgotten after the sale
Retention and growth built in
The board sees
A cost to cut
An investment worth backing
Flip the switch to see the difference.
Make marketing countSales enablement
I help you create the content, tools and processes your sales team needs to turn more opportunities into customers. Then we look at what’s closing, and do more of it.
Clear, compelling stories.
A smoother journey from marketing to sales.
Real proof, not fluff.
Nurture and follow up that actually lands.
Help your team win the head to heads.
Close the loop and improve.
Is this you?
Recognise yourself in a couple of these? Let’s have a chat and I’ll tell you honestly if revenue marketing is the right move.
Sounds like meMarketing reports activity, but pipeline is still unpredictable.
There’s no clear line from marketing spend to revenue.
Sales and marketing disagree on what qualified means.
Campaigns generate leads that never turn into real pipeline.
Customer retention and growth aren’t part of the marketing plan.
Marketing is seen as a cost, not an investment.
Professional services
Head of Marketing
32%
increase in customer retention
Lifecycle
comms and loyalty programmes
Lifecycle communications and loyalty programmes that kept customers coming back, and increased retention by 32%.
32%
Increase in customer retention
87%
Renewal rate from customer conference attendees
25%
Of seminar attendees became customers
How it works
1
From first touch to renewal, so we can see where revenue leaks.
2
Shared definitions, targets and handovers for marketing and sales.
3
Scoring, reporting, nurture and the programmes that move pipeline.
4
Regular reporting on what drives revenue, and a plan that adapts.
FAQ
Straight answers. Anything else, just ask.
Marketing that’s measured on pipeline, deals and revenue rather than clicks and leads. It joins marketing and sales up around the same numbers.
Usually not. Most businesses already have the tools, they just aren’t set up around revenue. I start with what you’ve got.
By involving them from day one. We agree definitions, handovers and targets together, so everyone owns the result.
Quick wins like better lead handover and reporting often show within weeks. Bigger shifts in pipeline usually take a couple of quarters.
Yes. Retention, renewals and growing existing accounts are a big part of revenue, and often the quickest win.
Marketing that counts
If marketing reports clicks while the board asks about revenue, let’s talk. I’ll show you how I’d connect the two so everyone works to the same numbers.