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
What Is an MQL? Why Your Definition Is Probably Killing Your Pipeline

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...
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How to Write a Sales and Marketing SLA That Both Teams Actually Respect

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...
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Revenue Marketing KPIs: The 12 Metrics That Actually Matter

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...
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How to Build a Revenue Marketing Strategy from Scratch

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...
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The 4 Stages of Revenue Marketing Maturity: Which Stage Are You Actually In?

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....
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Revenue Marketing vs. Demand Generation: 7 Differences That Matter

Revenue Marketing vs. Demand Generation: 7 Differences That Matter
Revenue Marketing
The terms revenue marketing and demand generation get used interchangeably in B2B circles. They are...
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What Is Revenue Marketing? The Definition CMOs Actually Need

What Is Revenue Marketing? The Definition CMOs Actually Need
Revenue Marketing
Revenue marketing is the transformation of a B2B marketing function from a cost center into a...
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The Complete Guide to Revenue Marketing: 27 Things Every CMO Needs to Know

The Complete Guide to Revenue Marketing: 27 Things Every CMO Needs to Know
Revenue Marketing
Most marketing teams still report on clicks. Revenue marketing teams report on closed revenue. ...
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Which Buyer Persona Is Nearly Invisible in Your AI Search Results?

Which Buyer Persona Is Nearly Invisible in Your AI Search Results?
AEO, AXO, AI Experience Optimization
B2B companies almost never have uniform AI visibility across all buyer personas. The distribution...
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Why Does the 100-Question Threshold Predict AI Visibility in B2B?

Why Does the 100-Question Threshold Predict AI Visibility in B2B?
AEO, AXO, AI Experience Optimization
Most B2B marketing leaders think about content in terms of volume and topics. Fewer think about it...
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Why LLM-Referred Traffic Converts So Much Higher in B2B (And Why You Can't See It)

Why LLM-Referred Traffic Converts So Much Higher in B2B (And Why You Can't See It)
Search Engine Optimization (SEO), AEO, AXO
The B2B channel with the highest conversion rate right now is one most marketing teams have no...
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The Org Chart is Lying to You

The Org Chart is Lying to You
AI in Business Alignment, Organizational Strategy, Amoeba Organization
From the Revenue Marketing Raw podcast with Jeff Pedowitz and Dr. Debbie Qaqish The structure most...
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