A wake-up call from the creators of revenue marketing
Bottom Line Up Front: Despite having more marketing technology than ever before, most B2B marketers still can't put credible revenue numbers on the board. Here's why—and what you need to do about it.
The Uncomfortable Truth About Marketing in 2025
We created the term "revenue marketing" back in 2011. Our vision was simple: change marketing from a cost center to a revenue center.
Fast forward to 2025, and we honestly thought we'd be out of business by now—not because we failed, but because we'd succeeded so completely that every marketer would be driving measurable revenue.
We were wrong.
Here we are, 14 years later, and the vast majority of marketers still can't demonstrate their impact on revenue. It's gobsmacking. And frankly, it's unacceptable.
The Great Marketing Technology Paradox
When we started talking about revenue marketing, there were maybe 10 marketing technology tools total. You didn't need Scott Brinker's famous marketing technology landscape—you could count the options on one hand.
Today? The martech landscape has exploded. Marketers have every tool known to humanity at their disposal. AI, automation, attribution platforms, analytics suites—you name it.
So why are marketing budgets still getting slashed by 25-50%? Why are CMO tenures averaging just 18-22 months in mid-market companies?
Because having great technology doesn't matter if you let it lead your decisions instead of your strategy.
The Real Problem: It's Not the Tech, It's the Leadership
Here's our brutally honest take: This is a massive failure of marketing leadership.
If you're a CMO and your number one job isn't helping your company bring in revenue, you need to be fired. Full stop.
The opportunity for marketing to make the biggest revenue impact ever is right here, right now. B2B is moving toward account-centric buying centers. The sales process is more complex than ever. Companies need marketing to be a strategic growth engine.
If you can't articulate how marketing drives revenue growth, you don't deserve the role.
The Cultural Challenge: Breaking Legacy Thinking
But here's the thing—it's not just about marketing leadership. There's also a cultural problem.
Too many VPs of Sales, CROs, COOs, and CEOs still see marketing as the "get my stuff done for me" department. They haven't evolved their thinking about what marketing can and should be.
The companies where revenue marketing actually works share these characteristics:
- Innovative and forward-thinking
- Sales and marketing are completely aligned
- Marketing has a seat at the executive table
- Marketing is seen as a growth engine, not a support function
- The CMO can answer any revenue question with demonstrable ROI data
When the board asks a question, these CMOs can pull up the data immediately: "Here's what we've done, here's what we're going to do, and if I move this lever, here's exactly what it will produce."
The Brand vs. Demand False Choice
Here's a misconception we need to crush: revenue marketing doesn't mean abandoning brand building.
Some people think focusing on revenue means you have to choose between "get more leads, build more pipeline, show attribution" versus "tell good stories, build positioning, create brand anchors."
That's completely wrong.
If you're going to grow revenue and drive growth for your organization, all the traditional marketing disciplines become more important, not less. You need great storytelling AND measurable results. You need strong positioning AND pipeline attribution.
It's not brand versus demand—it's brand AND demand working together.
Your Wake-Up Call: What to Do Right Now
Consider this your intervention. Your baby is ugly, and it's time to get your act together.
Here's what you need to do immediately:
1. Turn Off the Engine for a Week
Stop the hamster wheel. No one's going to miss that newsletter or webinar invite that was going out at 9 AM anyway.
2. Audit What's Actually Working
Sit down with your team and really look at your data. With AI tools, this is easier than ever. What's driving real results? What's just busy work?
3. Focus and Slow Down
It's not about how much you're doing—it's about doing the right things at the right pace and the right scale. Quality over quantity, always.
4. Get Aligned with Revenue Goals
Every campaign, every initiative, every piece of content should have a clear line to revenue impact. If you can't draw that line, don't do it.
5. Build Your Revenue Story
You need to be able to articulate exactly how marketing contributes to growth. Practice this until you can deliver it in your sleep.
The Opportunity Has Never Been Greater
Here's what gives us hope: Revenue marketing is more relevant today than it has ever been.
The pressure on businesses to grow efficiently is intense. The companies that figure out how to make marketing a true revenue driver will absolutely dominate their markets.
The ones that don't? They'll continue to see their budgets cut and their CMOs fired every 18 months.
The choice is yours.
Ready for More Raw Truth?
This post is based on the inaugural episode of "Revenue Marketing Raw with Jeff and Deb." Don't miss future episodes where we'll continue to challenge the status quo and help marketers finally get the results they need.
Watch all episodes of Revenue Marketing Raw →
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