B2B Marketing Blog

Moving Marketing from Cost Center to Revenue Center (Survey Data)

One of my favorite times of the year is being able to dig into the raw results of the State of Pipeline Marketing report. Now in its 4th year, the report is based on survey responses from over 400 B2B marketers and provides a wealth of insights.

A great question this year was: What is marketing's perceived reputation in your organization: Cost center or revenue center? Overall, the question was quite polarizing. Fifty-three percent of respondents said cost center and 47 percent said revenue center.

Let's explore possible explanations as to why certain marketing teams are perceived as a revenue center instead of a cost center. And perhaps this will inspire ideas for your marketing organization. 

Keep reading Moving Marketing from Cost Center to Revenue Center (Survey Data)

Topics: state of pipeline marketing

Marketing Data: What It Is And How It Affects Marketing Performance

Marketing data appears to be an obvious concept. But you’d be surprised that most marketers see their marketing data as merely acceptable when it comes to helping them understand the customer and understand marketing performance.

Shouldn’t all of today’s marketers feel extremely confident in the accuracy of their marketing data?

For something as important as the source of information on the customer, where they come from, and the kinds of marketing engagements that are effective, the answer should be yes.

And yet, in the State of Pipeline Marketing 2016 we found this untrue. Most marketers are only somewhat confident in their marketing data. So we decided to explore why this may be.

Keep reading Marketing Data: What It Is And How It Affects Marketing Performance

Topics: marketing performance management, state of pipeline marketing

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