The Revenue Marketing blog

Revenue marketing, written by the people who run it.

Articles, podcasts, and guides from TPG consultants on AEO, AI, CRM, marketing operations, and attribution. Every piece draws on real client engagements.

New thinking every week from the firm that named the category.

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All topics AEO Artificial Intelligence (A.I.) Attribution CMO Insights CRM Customer Experience HubSpot Lead Management Marketing Operations Marketing Strategy Martech podcast Revenue Marketing Salesforce Unscripted
Poor Data Inputs Are the Fastest Way to Destroy Lead Scoring Accuracy

Poor Data Inputs Are the Fastest Way to Destroy Lead Scoring Accuracy
Lead Management, HubSpot
A lead scoring model is a mathematical system. Put garbage in, get confident wrong answers out. ...
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Why Your Lead Scoring Model Is a Revenue Strategy, Not a Marketing Metric

Why Your Lead Scoring Model Is a Revenue Strategy, Not a Marketing Metric
Lead Management, HubSpot
Most lead scoring programs are built by marketing, for marketing. That is the first sign they will...
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Scott Brinker Is Right: Marketing Is Now a Systems Design Discipline

Scott Brinker Is Right: Marketing Is Now a Systems Design Discipline
AI-Driven Automation, AI in Business Alignment
From the Revenue Marketing Raw Podcast | Jeff Pedowitz and Dr. Debbie Qaqish What is Scott Brinker...
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Revenue Marketing Attribution: How to Measure What Actually Drives Revenue

Revenue Marketing Attribution: How to Measure What Actually Drives Revenue
Revenue Marketing, Attribution
Most marketing teams report on what's easy to count. Click rates. MQLs. Cost per lead. None of...
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What Is the Revenue Marketing Index? The B2B Benchmark Report Every CMO Needs

What Is the Revenue Marketing Index? The B2B Benchmark Report Every CMO Needs
Revenue Marketing
What is the Revenue Marketing Index? The Revenue Marketing Index (RMI) is an annual benchmark...
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Why Lead Quality Is the Most Leveraged Variable in B2B Pipeline Efficiency

Why Lead Quality Is the Most Leveraged Variable in B2B Pipeline Efficiency
Lead Management, HubSpot
Pipeline efficiency is the output everyone talks about. Lead quality is the input that determines...
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Lead Compliance in HubSpot: The Governance Framework B2B Teams Need in 2026

Lead Compliance in HubSpot: The Governance Framework B2B Teams Need in 2026
Lead Management, HubSpot
Compliance in B2B lead management is no longer a box-checking exercise. With GDPR enforcement...
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Why Lead-Level Thinking Limits ABM and How to Upgrade to Account-Level Intelligence

Why Lead-Level Thinking Limits ABM and How to Upgrade to Account-Level Intelligence
Lead Management, HubSpot
Most lead management programs are built around individual leads. One person enters the database,...
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The HubSpot Lead Reports That Actually Drive Marketing Budget Decisions

The HubSpot Lead Reports That Actually Drive Marketing Budget Decisions
Lead Management, HubSpot
Most marketing teams measure what's easy to measure: lead volume, email open rates, form submission...
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How to Build a HubSpot Lead Handoff Process That Sales Actually Follows

How to Build a HubSpot Lead Handoff Process That Sales Actually Follows
Lead Management, HubSpot
The lead handoff is the moment everything the marketing program built either converts into sales...
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Why Most HubSpot Nurture Campaigns Underperform and What to Do About It

Why Most HubSpot Nurture Campaigns Underperform and What to Do About It
Lead Management, HubSpot
Most B2B leads aren't ready to buy when they first engage. That's not a problem. The problem is...
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How Lead Lifecycle Governance in HubSpot Eliminates the Marketing-Sales Alignment Problem

How Lead Lifecycle Governance in HubSpot Eliminates the Marketing-Sales Alignment Problem
Lead Management, HubSpot
The marketing-sales alignment problem is often framed as a culture issue. In practice it's a data...
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