B2B marketers are standing at the crossroads between opportunity and challenge. The C-suite wants more accountability for marketing spend, but at the same time, the multi-channel sales cycle is becoming increasingly complicated. A growing cadre of B2B marketers is responding to this tension by rethinking B2B marketing basics such as KPIs, budgets and customer journeys. These marketers are part of a trend known as Revenue Marketing.

Revenue Marketing is a systematic approach to identifying the drivers and barriers to revenue, rigorously measuring them, and then pulling the marketing levers using data, analytics and automation to optimize marketing ROI and top-line growth.

As a business strategy, Revenue Marketing requires the right mix of people, process and technology in order to drive real revenue growth. Marketing automation is certainly one enabling technology, but not the only one. Revenue Marketers use all kinds of tools to drive revenue — from Customer Data Platforms for data centralization and self-service analytics, to workflow automation and attribution.

But even more important than investing in technology is the development of business practices that are universally accepted and followed.

Our report shows that Revenue Marketers clearly define and document the revenue cycle, they centralize data, integrate their tech stack, and automate workflows. As a result, they have a higher confidence in hitting their revenue goal.