What Is Revenue Marketing?

Revenue marketing is a goal-focused marketing approach to align marketing and sales towards revenue acceleration.

đź’ˇUnderstanding Revenue Marketing

Customer data is what drives success and revenue in the product-led growth (PLG) go-to-market strategy. And revenue marketing is one of the backbones of driving revenue through invaluable customer-focused data.

It usually involves the Chief Revenue Officer (CRO) aligning all revenue-related departments to create harmony. This doesn’t end with sales and marketing though. Customer success, business operations, and any department instrumental in your growth strategy are part of this push.

It works because your organization works on a simple goal: to grow revenue by working on the most crucial things your customers need.

With the traditional walls between departments broken down, your sales team knows exactly which leads to focus on. This is because your marketing team is able to get more qualified MQLs (marketing-qualified leads). 

The results speak for themselves, too. Organizations that align their sales and marketing departments are 67% better at closing deals.

Considering the necessity of customer feedback in any PLG strategy, revenue marketing fits in quite smoothly, providing sales and marketing teams access to customer actions and desires. This self-serving feedback loop is at the core of the staggering power of revenue marketing. 

đź–‹ Takeaway

Revenue marketing is a perspective shift in an organization’s growth strategy. It aims to integrate all the revenue-related departments and align them toward the shared and focused goal of revenue acceleration. It’s a proven technique to achieve predictable revenues and create a customer base. 

Data is the fuel driving product-led growth and revenue marketing helps you mine that fuel. So, you can arm your sales and marketing teams with the resources they need to go out and convert interested leads into loyal customers.

What Is Revenue Marketing?

Revenue marketing, at its core, is a holistic approach to driving predictable revenue. 

It’s a sure-fire way to declutter your organization as a whole, especially if you’ve already incorporated product-led marketing into your marketing strategy.

Customer churn is one of the biggest challenges in a product-centered business. Revenue marketing consistently delivers high retention rates. Hence, it should be on your radar if you’re also facing high customer churn.

Plus, sales is one function where a one-size-fits-all approach can quickly kill all interest from your leads. When sales and marketing teams are working together, your sales reps have access to lead-specific data to craft customized pitches for each of their unique, sales-ready leads.

That is why revenue marketing has shown much better deal closure rates as compared to conventional and isolated sales efforts. 

Why Do You Need Revenue Marketing?

B2B customers might have been subject to, and even used to, traditional selling techniques, where marketing and sales functioned in a waterfall model. 

Marketing considered their work done when they had run a campaign and delivered leads to the sales department. And sales would most often focus only on the bottom-of-the-funnel (BoFu) leads and ignore the rest.

Times have changed. And so have the buying habits of B2B customers. They have now started demanding a more personalized and layered buying experience. 

Revenue marketing helps organizations meet the demand for a more nuanced customer experience by aligning all essential departments toward a shared goal. With almost 47% of marketers still not comfortable sharing data with sales, there’s a vast opportunity for your organization to rank among the few. 

How Does Revenue Marketing Work?

How exactly does revenue marketing fix the various issues plaguing disconnected sales, marketing, and other revenue-focused departments? Here are some of the reasons:

1. Marketing Becomes A Revenue Center

Revenue marketing leverages real-time data to guide all your marketing efforts. With marketing no longer recommending blind leads to sales, it gets easier to pitch the department as a revenue generation machine instead of a cost center. 

A smoother buy-in from upper management will soon follow as you’ll be able to tie spending directly with revenue.

2. Customers Regain The Centerstage 

Again, with the essential role played by customer data in revenue marketing, your entire marketing strategy is automatically customer-focused, instead of product-focused. 

Instead of the number of new sign-ups as the metric, you start listening to customer feedback and working towards retention, and in turn, recurring revenues. 

3. Sales Team Gets Access To Better Leads 

Your sales reps get access to better information, thanks to the tight integration with marketing and access to high-quality data. 

They are better equipped to identify the most attractive leads and create contextual pitches to drive conversions.

Revenue marketing doesn’t need massive new investment either. You most likely already have great sales and marketing teams who only need a change of strategy to deliver much stronger and data-driven results. 

Breadcrumbs makes the process much easier by identifying potential revenue opportunities for you.