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
How to Fix Lead Source Tracking in HubSpot and Stop Losing Attribution

How to Fix Lead Source Tracking in HubSpot and Stop Losing Attribution
Lead Management, HubSpot
Marketing attribution lives or dies on one property: original source. Every report that connects...
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Why Your HubSpot Lead Scoring Model Isn't Working and How to Fix It

Why Your HubSpot Lead Scoring Model Isn't Working and How to Fix It
Lead Management, HubSpot
A lead scoring model that sales doesn't trust is worse than no scoring model at all. It creates a...
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Why Lead Capture Governance Is the First Thing to Fix in HubSpot

Why Lead Capture Governance Is the First Thing to Fix in HubSpot
HubSpot
Most lead management conversations focus on scoring, routing, and conversion. The failures that...
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The Contacts-to-Deals Ratio: The HubSpot Metric Most Revenue Teams Never Track

The Contacts-to-Deals Ratio: The HubSpot Metric Most Revenue Teams Never Track
HubSpot
Every B2B marketing team tracks leads. Most track MQLs. Fewer track the ratio that connects all of...
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How to Activate HubSpot Contact Intelligence Into Campaigns That Actually Convert

How to Activate HubSpot Contact Intelligence Into Campaigns That Actually Convert
HubSpot
Most marketing teams treat HubSpot contacts as a database to send to. The teams that consistently...
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The HubSpot Association Problem: Why Missing Contact Links Are Breaking Your Attribution

The HubSpot Association Problem: Why Missing Contact Links Are Breaking Your Attribution
HubSpot
HubSpot is built around connected objects. Contacts connect to Companies. Companies connect to...
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How to Build HubSpot Contact Reports That Actually Prove Marketing's Revenue Contribution

How to Build HubSpot Contact Reports That Actually Prove Marketing's Revenue Contribution
HubSpot
The conversation every CMO eventually has with the CFO goes the same way. Marketing presents...
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HubSpot Consent Tracking: What Most B2B Teams Are Getting Wrong and Why It Will Cost Them

HubSpot Consent Tracking: What Most B2B Teams Are Getting Wrong and Why It Will Cost Them
HubSpot
Most B2B marketing teams treat compliance as a legal department problem. It surfaces when a...
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Why HubSpot Lifecycle Stage Setup Breaks Funnel Reporting for Most B2B Teams

Why HubSpot Lifecycle Stage Setup Breaks Funnel Reporting for Most B2B Teams
HubSpot
Ask ten B2B marketing teams what an MQL is at their company and you'll get ten different answers....
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How HubSpot Contact Engagement Tracking Fixes the Sales Handoff Problem

How HubSpot Contact Engagement Tracking Fixes the Sales Handoff Problem
HubSpot
The handoff from marketing to sales is where most B2B revenue programs leak pipeline. Not because...
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How Company-Level Data in HubSpot Connects to End-to-End Revenue Operations

How Company-Level Data in HubSpot Connects to End-to-End Revenue Operations
HubSpot, Revenue Operations
The most common gap between what a B2B revenue team measures and what actually drives their results...
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HubSpot Company Records Drive Customer Retention & Expansion Programs

HubSpot Company Records Drive Customer Retention & Expansion Programs
HubSpot, Customer Lifecycle
Most HubSpot configurations are built around acquisition. The contact and company architecture is...
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