For the first time, in the 2017 State of Pipeline Marketing Report, we asked marketers how they do planning. They answered questions about budget, planning metrics, confidence in hitting revenue goals and ROI.
At Bizible, we’re huge advocates for planning all marketing channels to revenue. Marketers who track, report and plan to revenue, can level up and join the rest of the organization by talking business in terms of dollars instead of leads.
Of marketers surveyed, almost 30% said they create marketing plans based on Revenue targets or Customers acquisition targets. This post focuses on those marketers, and compares their responses to respondents who answered that they plan marketing to a Lead Volume or MQL metrics.