As a marketing leader in b2b, you're likely familiar with the pressure to prove marketing's impact on revenue. While your leadership team readily understands the value of direct sales, demonstrating marketing ROI can be more challenging – particularly in traditionally sales-focused companies.
The good news? The key to proving marketing's value might be closer than you think. By strategically integrating your sales team's frontline insights into your go-to-market strategy, you can not only improve campaign effectiveness but also create clearer links between marketing activities and revenue outcomes. This approach is particularly valuable in industrial sectors, where complex sales cycles and technical expertise make traditional digital marketing metrics less relevant to leadership.
