• Marketing Land
  • Sections
    • CMO
    • Social
    • SEM
    • SEO
    • Analytics
    • Display
    • Retail
    • MarTech
    • Resources
    • More
    • Home
  • Follow Us
    • Follow
  • Marketing Land
  • CMO
  • Social
  • SEM
  • SEO
  • Analytics
  • Display
  • Retail
  • MarTech
  • Resources
  • More
    • Follow
  • SUBSCRIBE

Marketing Land

Marketing Land
  • CMO
  • Social
  • SEM
  • SEO
  • Analytics
  • Display
  • Retail
  • MarTech
  • Resources
  • More
  • Home
  • Newsletters
  • Home
Martech: Sales

Soapbox: Who owns revenue in the new buying environment?

Marketers are in a prime position with their diverse skillset to evolve into growth roles but how we communicate and report needs to change.

Hannah Mans on February 13, 2020 at 12:24 pm
  • More

The proliferation of digital information has created a new buying environment.

As marketers, our historical high performing digital channels are seeing dwindling in results, many of us are going back to the drawing board to re-evaluate our strategies.

The pressure is being felt on our sales counterpart as the majority of buyers are now more informed and empowered before they even have the opportunity to enter the equation. Classic sales tactics aren’t resonating and quotas keep becoming more ambitious.

We have seen the emergence of a new title that is on the rise at B2B organizations – growth professionals – a hybrid marketing and sales professional.

Marketers are in a prime position with their diverse skill set and to evolve into growth roles. The classic sales leader struggles to lead teams in the modern selling environment. The ecosystem has changed too much – buyers have different expectations, storytelling, empathy, psychology and really strong copywriting skills are being basic needs.

The gap is in how many of us communicate and report.

When marketing leader reports on pipeline influence, target account efficiency, and on closed deals, it further positions marketing as the profit center that it is. If reporting focuses on budget or spend, you are a cost.

When marketers can communicate in terms of outputs (revenue), as opposed to inputs (budgets and campaigns), the marketing department is viewed as a revenue-generator that requires investment to increase profits.


Opinions expressed in this article are those of the guest author and not necessarily Marketing Land. Staff authors are listed here.



About The Author

Hannah Mans
A wordsmith with an affinity for strategy and high conversion rates, Hannah oversees the marketing and sales development department for Directive, an enterprise and mid-market search marketing agency. On a mission to change the world, Hannah began her career with the United Nations where she functioned as a national communications officer for the World Food Program. She then pivoted into the private sector where she has spent the last 6 years. An avid backpacker Hannah has touched ground in 13 countries off her bucket list of the world. A Panama native in California for the last year and a half, Hannah enjoys spending her free time exploring her new home and Crossfit when she doesn’t make excuses to stay home and work.

Related Topics

Channel: Martech: SalesMarketing Strategies ColumnSoapbox

We're listening.

Have something to say about this article? Share it with us on Facebook, Twitter or our LinkedIn Group.

Get the daily newsletter digital marketers rely on.
See terms.

ATTEND OUR EVENTS

MarTech 2021: March 16-17

MarTech 2021: Sept. 14-15

MarTech 2020: Watch On-Demand

×

Attend MarTech - Click Here


Learn More About Our MarTech Events

February 23, 2021: SMX Report

April 13, 2021: SMX Create

May 18-19, 2021: SMX London

June 8-9, 2021: SMX Paris

June 15-16, 2021: SMX Advanced

August 17, 2021: SMX Convert

November 9-10, 2021: SMX Next

October 2021: SMX Advanced Europe

December17, 2021: SMX Code

Available On-Demand: SMX

×


Learn More About Our SMX Events

White Papers

  • 6 Powerful Ways Experience Analytics Can Help Your Business Now
  • Email Tune-Up: A 5-Point Inspection to Get Your Program in Gear
  • Digital Marketing Report Q4 2020: Benchmarks and Insights for 2021
  • Data SEO – The Next Big Adventure
  • Getting Started with Email Marketing Automation
See More Whitepapers

Webinars

  • The Secret Behind SEO Success: Predict Rank with the Power of Data Science
  • How to Avoid the Digital Transformation Trap
  • How to Build a Marketing System of Record
See More Webinars

Research Reports

  • Local Marketing Solutions for Multi-Location Businesses
  • Enterprise Digital Asset Management Platforms
  • Identity Resolution Platforms
  • Customer Data Platforms
  • B2B Marketing Automation Platforms
  • Call Analytics Platforms
See More Research

h
Receive daily marketing news & analysis.
Marketing Land
Download the Marketing Land app on iTunes Download the Marketing Land App on Google Play

Channels

  • MarTech
  • CMO
  • Social
  • SEM
  • SEO
  • Mobile
  • Analytics
  • Retail
  • Display

Our Events

  • MarTech
  • SMX

Resources

  • White Papers
  • Research
  • Webinars
  • MarTech Conference
  • Search Marketing Expo

About

  • About Us
  • Contact
  • Privacy
  • Marketing Opportunities
  • Staff
  • Connect With Us

Follow Us

  • Facebook
  • Twitter
  • LinkedIn
  • Newsletters
  • Instagram
  • RSS
  • Youtube
  • iOS App
  • Google Play

© 2021 Third Door Media, Inc. All rights reserved.

Your privacy means the world to us. We share your personal information only when you give us explicit permission to do so, and confirm we have your permission each time. Learn more by viewing our privacy policy.Ok