The Revenue Marketing Index (RMI) is an annual benchmark report published by The Pedowitz Group that measures B2B marketing maturity across four stages: Traditional Marketing, Lead Generation, Demand Generation, and Revenue Marketing. The 2025 edition draws on TPG's proprietary RM6 framework, 14 years of client data across 1,500+ B2B organizations, and AI-powered cross-referencing of analyst reports, financial disclosures, and industry publications.
The RMI answers a specific question: where does your marketing function actually sit on the maturity curve, and what does it take to move up?
The RMI measures marketing maturity across six control dimensions: Strategy, People, Process, Technology, Customers, and Results. Within those dimensions, it scores organizations against 49 capabilities, maps them to one of four maturity stages, and benchmarks them against peers across industries, company sizes, and GTM models.
The 2025 report expands this with validated case studies, industry-level benchmarks, and explicit guidance on what Stage 4 (Revenue Marketing maturity) looks like in financial services, SaaS, manufacturing, healthcare, and professional services.
The accountability gap is bigger than most CMOs think.
74% of B2B organizations now claim pipeline or revenue as their primary metric. Only 16 to 20% have actually achieved Revenue Marketing maturity where marketing is accountable for closed revenue, not just pipeline influence. That gap has not closed meaningfully since TPG first published the RMI.
Buyers are completing more of the journey without you.
B2B buyers now complete 70 to 80% of their purchase journey independently. That means the quality of your content, your digital presence, and your AI-facing optimization determine whether you are even in consideration before a sales conversation begins.
AI is accelerating the gap between mature and immature organizations.
McKinsey data cited in the RMI shows companies with strong sales-marketing alignment achieve 19% faster revenue growth and 15% higher profitability. HubSpot's 2025 State of Marketing found 62% of B2B marketers now tie at least half their budget to revenue outcomes. The organizations that move fastest are those already operating at Stage 3 or Stage 4 maturity.
Most organizations are still trapped in outdated operating models.
Compressed budgets, AI disruption, and complex buying committees have transformed Revenue Marketing from a competitive advantage into a baseline requirement. Organizations still running lead generation programs as their primary motion are falling behind in both pipeline efficiency and AI buyer visibility.
Stage 1: Traditional Marketing Marketing operates as a communications and brand function. No pipeline accountability. Success measured by impressions, email opens, and event attendance.
Stage 2: Lead Generation Marketing generates leads and passes them to sales. Volume metrics dominate. MQL counts and cost-per-lead define success. No shared revenue KPIs with sales.
Stage 3: Demand Generation Marketing and sales operate with joint planning and shared pipeline KPIs. Processes are more consistent. Attribution exists but is incomplete. Marketing influences revenue but does not own it.
Stage 4: Revenue Marketing Marketing is accountable for a defined percentage of closed revenue. A unified revenue team (Marketing, Sales, Customer Success) operates with shared goals, shared data governance, and a RevOps cadence. Marketing sources 40 to 55% of total pipeline. Attribution connects directly to closed-won revenue.
At Stage 4, marketing sources between 40% and 55% of total pipeline. Organizations at this stage have unified operating rhythms with sales and customer success, shared KPIs and SLAs, omnichannel playbooks built around how buyers actually buy, and customer marketing programs that generate measurable expansion revenue.
Examples from the RMI: Adobe attributed $1.2B in annual pipeline directly to marketing programs after adopting a revenue charter approach. Cisco's global demand center unified functions under revenue-first metrics, reducing cycle time by 20% and adding $500M in pipeline annually.
The 2025 RMI uses a hybrid methodology. TPG used AI tools to systematically scan thousands of credible sources including analyst reports, financial disclosures, and industry publications to surface validated statistics and trend signals. Every data point was then mapped against the RM6 Revenue Marketing Maturity Model to assess not just what is happening in the market, but how organizations are progressing or regressing across the maturity curve.
This makes the RMI a living benchmark rather than a one-time survey snapshot.
TPG offers a Revenue Marketing Maturity Assessment at pedowitzgroup.com. The assessment takes approximately 15 minutes and maps your organization against the 49 capabilities in the RM6 framework. You receive a stage classification, a gap analysis against Stage 4 benchmarks, and a prioritized roadmap.
Organizations that benchmark below 25% pipeline sourced from marketing have significant untapped opportunity. Below 15%, marketing is functioning primarily as a cost center regardless of what the dashboard shows.
Stage 4 benchmark: 40 to 55% of total pipeline sourced from marketing programs.
Average across all B2B organizations (all stages combined): 20 to 30%.
Below 15%: Marketing is operating as a cost center.
Above 45%: Marketing is functioning as a co-equal revenue driver with sales.
The window for gradual transformation is closing. Buyers completing most of their journey independently means AI-mediated discovery now precedes sales conversations in most B2B categories. Organizations that have not reached Stage 3 or Stage 4 maturity lack the infrastructure to be visible in those early stages of the buyer journey.
The RMI is not a theoretical framework. It is a measurement instrument built from 14 years of client engagements across 1,500+ B2B organizations and $25B in marketing-sourced revenue generated. The benchmarks are real. The maturity gaps are real. The cost of staying at Stage 1 or Stage 2 in 2025 is also real.
The full 60+ page report is available at pedowitzgroup.com/revenue-marketing-index. It includes detailed benchmarks by industry, maturity stage, and company size, along with validated case studies and a roadmap framework for each stage of the transformation.
To assess your current maturity stage before reading the full report, start with the Revenue Marketing Maturity Assessment at pedowitzgroup.com/revenue-marketing-maturity-assessment.