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The revenue marketing approach is a big milestone in marketing history. With this mindset, marketing has a seat at the table with the teams that drive success for the company, instead of being the team that “makes things pretty” and focuses on the upper funnel only.
But: In complex B2B environments, marketing can seldom bring revenue on their own. They need to collaborate very smoothly not only in the triangle with sales and customer success (CS) to build a successful go-to-market strategy, but with all teams that shape the impressions for external stakeholders.
Let’s discover some ways to get there.
Continue reading “The role of cross-functional collaboration in revenue marketing”