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Revenue Marketing- 5 Best Strategy For Your Business

"Revenue Marketing: Discover how integrating sales and marketing strategies can enhance customer engagement and drive revenue growth in a B2B environment
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Published on
March 16, 2023

Correctly defining a problem is frequently the first step toward solving it. How can you, as the person in charge of acquisition at your organization, provide the most outstanding possible description of what you do?

While demand generation is effective, it needs to satisfy the customer's needs and instead passes on leads to the sales team.B2B companies that closely coordinate their sales and marketing efforts expand their revenue and profits over the course of three years 24% quicker and 27% faster, respectively. 

Growth marketing is a prevalent notion, and although it’s undoubtedly the way to go for B2C organizations, it too doesn’t frequently include the sales department. In addition, scattershot growth marketing approaches pile random tactics on top of one another without any overarching plan.

Account-Based Marketing and Account-Based Customer Service success depend on the size of your deals

In this article, We’ll discuss why revenue marketing is the best strategy for many business-to-business organizations. I’ll show you how this notion may help you connect sales and marketing and raise your income.


Revenue Marketing

What is revenue marketing?

It's unlikely that management would urge the marketing department to create income without first developing a comprehensive revenue plan. To maximize both short-term and long-term sales producing objectives, which in turn boost the company's total profit and income, a team needs a revenue strategy. Author of The Personal MBA Josh Kaufman suggests that if you want to boost sales, you need to work on one of the following.

  • Sums often exchanged
  • Your base of consumers (number of customers)
  • Price points
  • Customers' average transaction frequency

The emphasis of a revenue plan is not on lead generation, channels, or conversion rates. Instead, it gives attention to the LTV, price, and profitability of product lines.

Also read .

What is revenue marketing?

Why is revenue marketing important (in 2023)?

In the age when the canonical works on sales and marketing were penned, compartmentalizing sales and marketing operations was a viable strategy. In the old method, marketing would come up with potential customers and then pass them off to sales to close.

Self-directed B2B purchasing is becoming the norm. As a result, the marketing and sales departments must provide continuous, relevant, and useful assistance to the consumer at all stages of the buying process.

Separate departments for sales and marketing were effective back when the majority of seminal sales and marketing texts were created. Historically, marketing has been responsible for sourcing potential customers and passing them off to the sales department for finalization.

Self-directed B2B purchasing is becoming the norm. That's why it's crucial for marketing and sales to provide consistent, relevant, and useful assistance to customers at every stage of the buying cycle.

What are the main benefits of revenue marketing? 

You may see the benefits of revenue marketing in three main ways:

  • All the information essential to make a sale has been gathered and presented to sales.
  • In order to maximize return on investment (ROI), marketers must identify which campaigns, channels, and messaging really result in monetary gains beyond clicks and leads.
  • The most relevant information is always conveyed to the consumer. This expedites either their progress down the funnel or their eventual choice to give up.

We have faith in your judgment that these merits are commensurate with the effort required to achieve them. While the majority of marketers believe that sales and marketing should work together, just around half believe that they have the authority to do so, according B2B Marketing Trends.

Who do you think will come out on top if 100% of business buyers have moved on from conventional B2B purchasing cycles but only 50% of firms have integrated their sales and marketing to better serve modern customers?

Revenue marketing strategy in 4 steps

Read on if you're prepared to join the elite ranks of today's B2B teams. Now is the moment to investigate revenue marketing's viability for your business.

If you want to implement a revenue marketing plan, you generally won't have to scrap everything you've done so far and start over. Rather, it is a chance to assess whether or not your sales and marketing strategies are producing the desired results in terms of revenue growth.

We simplified the sales and marketing plan into four easy steps 

1. Understand the buyer

To increase sales, you should first learn as much as possible about your target audience. To do so, you must first identify your target audience's problems and then plan out the steps in the purchasing process.

Heavy lifting is required to fully grasp the customer's requirements. Creating in-depth buyer personas is one method of doing marketing research to plot out clients' wants and desires. The "Jobs to be Done" (JTBD) structure has lately gained in popularity and is one option to examine.

The JTBD framework is helpful because it makes you focus on the most important aspect of your buyer: their goals. The question is, "What is the task to be done?" in JTBD parlance.

In other words, the product or service aids the consumer in accomplishing their goals. What this means is that the customer may "rent" your product or service to complete the task.

You should examine the purchasing cycle after you have a firm grasp of your customers' demands or the task at hand.

The term "buying cycle" is often used to refer to the several steps a buyer takes before making a purchase. If you want your marketing and sales activities to be effective, you need to be in sync with the buyer's journey.

While every business's purchasing process may be somewhat different, you can use the marketing and sales funnel as a general guide. Knowing the nuances of your customer's journey through the purchase cycle is of utmost importance.

The first step toward solving any issue is acknowledging that one has one.

Taking into account their available choices

Making a Call: Investing in a Fix

2. Align marketing and sales 

Align marketing and sales

Despite efforts to improve communication and collaboration, over half of sales and marketing executives report that their departments remain poorly linked. The year 2022 is correct.

The question then becomes how to align.

Think on the present and the future. In order to better align marketing and sales, consider the following questions and their answers.

Can you name the end purpose of your marketing and sales efforts? (Here's a hint: it's generating cash.) Are they making efforts in that direction? If not, a series of team activities or seminars may be necessary to drive this home.

Do marketing and sales share key performance indicators? Do they share the same key performance indicators? If they don't, this could be a good moment to develop common metrics and discuss how the teams might support one another in maintaining them. 

Collaboration is enhanced by the establishment of shared metrics.

When it comes to the customer's persona, the work to be done, and the customer journey, is there consensus between marketing and sales? If you can't find common ground, it's in everyone's best interest to work together to create it.

Does information between sales and marketing departments flow smoothly? If you don't already have a continuous feedback loop in place, you should design the procedures, data definitions, systems, and appropriate technologies to do so.

In reality, there is a correlation between top-level support, frequent team meetings, and consensus on key performance indicators (KPIs) and increased sales.

3. Execute collateral and campaigns

Your marketing staff should have no trouble with this section.

The most important thing is to make sure that everything in this stage is informed by the previous two. Ideally, you would utilize all of the information you get from sales and consumers to develop successful marketing campaigns for your clients.

Use the information you've gathered from sales and customers to inform your marketing initiatives and the materials you send. Create content and optimize it for search engines at each step of the buyer's journey; use automated email marketing, pay-per-click advertising, and any other successful B2B marketing technique.

4. Analyze and improve 

Finally, make sure you're keeping track of how well your marketing campaigns are doing. Results will show what works and what may be improved upon.

There are two main categories of marketing KPIs to monitor:

Strategic "big picture" revenue measurements to demonstrate your effect on revenue and profit growth; Tactical, day-to-day program metrics to see the full scope of your campaigns' results and the degree to which sales and marketing are aligned.

Connecting sales and marketing data is crucial for accurate measurement, therefore do so regardless of the particular metrics you pick to evaluate and monitor your marketing activities.

Analyze and improve

Developing an Effective Revenue Marketing Strategy

Whatever revenue marketing strategy you end up using, there are three essential components to think about: Set SMART revenue goals, Audit your current website and marketing ROI, Conduct research to determine actionable steps.  

Set SMART revenue goals

Your marketing plan ought to directly impact your bottom line. Revenue is a metric that may be understood by both marketing and sales departments. And this is what your measurements should be based on. 

Setting SMART revenue goals is an important aspect of revenue marketing, as it helps to ensure that the goals you set are specific, measurable, achievable, relevant, and time-bound. Here are the steps to setting SMART revenue goals in revenue marketing:

  1. Specific: Make sure your revenue goals are clear and specific. Instead of simply setting a revenue goal of "increasing sales," try to be more specific by setting a revenue goal of "increasing sales of Product X by 20%."
  2. Measurable: Ensure that your revenue goals are measurable. This means that you should be able to track your progress and measure your success. For example, you can measure your progress towards the goal of "increasing sales of Product X by 20%" by tracking the number of sales for that product each month.
  3. Achievable: Set revenue goals that are realistic and achievable. Consider your company's resources, market conditions, and other factors that may affect your ability to achieve your goals. It's important to challenge yourself, but also make sure your goals are attainable.
  4. Relevant: Make sure your revenue goals align with your overall business objectives. Your revenue goals should be relevant to your business strategy and help you achieve your overall business objectives.
  5. Time-bound: Set a deadline for achieving your revenue goals. This will help you stay on track and provide a sense of urgency. For example, you could set a revenue goal of "increasing sales of Product X by 20% within the next six months."

By following these steps, you can set SMART revenue goals that are specific, measurable, achievable, relevant, and time-bound, which will help you drive revenue growth through revenue marketing.

Get started with revenue marketing – an action plan

Now that your road toward revenue marketing is established, you’ve got to know that revenue marketing doesn’t belong to one individual. This task requires cooperation and expertise.

Form your Revenue Marketing team

A full-fledged revenue marketing team might include:

VP of Revenue Marketing - This role is in charge of establishing the revenue marketing team. The VP is accountable for delivering income data prior to the launch of new campaigns to win over stakeholders.

Business Analysts - As their job title implies, evaluate the outcomes' practical significance for the company. It is the responsibility of the analyst to improve the present system in order to increase profits if possible.

Power User - Implements campaigns, making use of technology as required.

Nurture specialists - Specialists in customer "nurturing" work to strengthen long-term digital relationships with clients. They'll need to collaborate with the rest of the team to plan out the various campaigns.

Content marketing - A content marketer's job is to develop and disseminate materials for use in online advertising campaigns. This covers inbound and outbound marketing. They need to know the buyer's path so they can tailor their content appropriately.

Creative Specialist - This position is complementary to all campaigns by providing a creative framework that not only gets people talking but also increases their activity on the web.

Tele-Qualifying Team - A position peculiar to revenue marketing is being a tele-qualifier. Tele-qualifiers are then tasked with calling MQLs (Marketing Qualified Leads) to determine their eligibility for BANT (Budget, Authority, Need, and Timing.)

Marketing Operations - These people are proficient in marketing technologies including marketing automation tools and web analytics. They need to provide a revenue performance that can be replicated, standardized, and expanded (RPS).

It's unrealistic to expect a small or medium-sized organization, especially one just getting started with revenue marketing, to hire people to cover each of these positions. As a solid beginning point, you need a strategy person — someone to coordinate the overall revenue 

operation, a content producer — someone to develop content and nurturing materials, and a tech-savvy person to deploy your CRM and marketing automation platform.

Marketing Operations

Make sales and marketing work together 

First, how do you find interested parties that are likely to become paying customers?

Previously, marketing would just hand over leads to sales and then vanish. However, the sales team will be disappointed to see that few of the leads generated by marketing are qualified.

Through revenue marketing, marketing and sales collaborate to determine the characteristics of a qualified lead.

There are only two questions you need to ask yourself:

So, what exactly do you look for in a compatible partner?

Which actions have a direct bearing on revenue?

First, let's make an ICP to answer your question (ideal customer persona). The quality of the leads is of the utmost importance.

The following inquiry naturally follows from the prospect's shown interest in making a purchase via actions like seeing the product's price page, responding to your email's call to action, or initiating a discussion with a sales rep.

A joint effort between your marketing and sales departments to determine the most effective next steps is required.

Sales-ready leads, unready leads, and hand-raisers are the three categories of leads (people who want a sales rep right away). The fit may be either excellent or bad, and the options are black and white.

You've finished finding good leads, right?

It's time for the sales and marketing departments to work together toward mutually beneficial objectives.

A pact between the two departments to ensure each other's productivity; the marketing department guarantees the sales department a specific amount of leads, and the sales department guarantees that it will follow up with those leads by a given date.

Here's a simple case in point:

Marketing will provide sales with 1,000 quality leads per month, and sales will follow up with each lead within 24 hours of receiving it.

It is crucial that marketing and sales work together in harmony. If you don't have a system in place to keep your teams on track, it doesn't matter how well you attempt to align them (with common objectives, agreed-upon definitions of leaders, or a SLA).

For this reason, we must have frequent meetings. The sessions are known as smarketing (short for "sales and marketing").

At the conference, sales and marketing collaborate to solve issues.

Seek answers to the issue(s) at hand.

Delegate items to be completed before the next gathering.

Automation comes next.

Marketing automation has been credited by 78% of effective marketers for increased sales. This means that these resources are essential to generating income.

For instance, Encharge is a sales process marketing automation software. Lead scoring and a graphical representation of the user journey are both available in the flow builder.

Automation of routine sales processes and synchronization of user data from your website (such as form submissions, emails, and page views) with your CRM software (such as HubSpot or Salesforce) greatly increase sales velocity. If a call is booked, for instance, the deal stage may be set to "Demo scheduled" automatically.

The confirmation emails for scheduled meetings may be sent automatically when Encharge is integrated with a calendar provider like Calendly (or canceled an appointment).


Systematically attracting new clients and turning them into paying customers is the holy grail of revenue marketing. If you can get your marketing and sales departments to work together, not just in tandem, but in complete harmony, you will see a rise in income.

In order to get things moving, using technology to link together these groups is a great first step.

If you need a way to get timely, targeted emails to your audience, try Encharge. Marketing and sales can provide you with all the information you need to design effective revenue marketing strategies.

So there you have it, folks! If you want to boost your business revenue, Revenue Marketing is the way to go. It's like having a secret sauce that makes your marketing efforts deliciously effective. So why settle for bland and boring marketing when you can spice things up with Revenue Marketing?

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