How to Build a Multi-Touch Attribution Model That Actually Informs Budget Decisions Marketing attribution is hard. Most attribution models have real flaws. None of them perfectly... Read More
What Is RevOps? Why Every B2B Company Needs Revenue Operations Revenue Marketing, Revenue Marketing Operations Revenue Operations (RevOps) is the function that aligns the systems, data, processes, and people... Read More
How to Build an Expansion Revenue Program That Marketing Owns Revenue Marketing, The Loop Expansion revenue is the highest-margin revenue a B2B company generates. It comes from existing... Read More
8 Customer Marketing Programs Every B2B Team Should Be Running (But Most Are Not) Revenue Marketing, The Loop Customer marketing is the highest-ROI investment in B2B marketing. It also gets the smallest share... Read More
What Is the Revenue Loop? Why the Funnel Is Dead for B2B Marketers Revenue Marketing, The Loop The Revenue Loop is TPG's model for the complete B2B customer lifecycle. It replaces the linear... Read More
How to Run a Weekly Sales-Marketing Alignment Meeting That Actually Moves Pipeline Revenue Marketing The weekly sales-marketing alignment meeting is the operational heartbeat of a revenue marketing... Read More
9 Signs Your Sales and Marketing Alignment Is Broken (and How to Fix Each One) Revenue Marketing Sales and marketing misalignment is the most expensive operational problem in B2B go-to-market. It... Read More
What Is an MQL? Why Your Definition Is Probably Killing Your Pipeline Revenue Marketing A Marketing Qualified Lead (MQL) is a lead that has met a predefined set of criteria indicating... Read More
How to Write a Sales and Marketing SLA That Both Teams Actually Respect Revenue Marketing The sales and marketing SLA is the most important document in a revenue marketing function, and it... Read More
Revenue Marketing KPIs: The 12 Metrics That Actually Matter Revenue Marketing Most B2B marketing dashboards are filled with the wrong metrics. Not wrong because the data is... Read More
How to Build a Revenue Marketing Strategy from Scratch Revenue Marketing Building a revenue marketing strategy from scratch is not a content exercise. You cannot fix an... Read More
The 4 Stages of Revenue Marketing Maturity: Which Stage Are You Actually In? Revenue Marketing Most CMOs overestimate where their marketing function sits on the revenue marketing maturity scale.... Read More
