News & Opinions
The latest news and insights from Hanley Wood’s outspoken experts and key thought-leaders throughout the residential and commercial design and construction industry.
From Demand Generation to Revenue Generation: How to Become a Revenue-Driven Marketer
Glenn Gow / MarketingProfs / July 16, 2014
The days of being grudgingly accepted as a necessary cost center are numbered for Marketing. Today, the writing is on the wall: Either demonstrate how Marketing will contribute to the company’s top-line revenue growth… or be prepared to change careers.
CMOs and VPs of marketing need to step up and take responsibility for revenue production. That means coming to the table with a revenue marketing forecast and aligning tightly with Sales to ensure the revenue goal is met.
Some companies are even assigning revenue quotas to Marketing and compensating marketing executives on meeting those quotas. Your company might be next.