Revenue marketing isn't just about lead gen.
Before getting started with a revenue marketing strategy, companies must understand their bottom line metrics along with the value of the existing opportunities within their funnel.
Your shortest path to revenue is converting existing leads and customers in your pipeline, so identifying ways to leverage these opportunities is step 1!
While it's not the primary focus, lead gen is the next piece of the puzzle. Your time to ROI with lead gen is long since you have to first get leads in the door and then progress them through the entire funnel.
Once new leads are generated, companies must build campaigns to capitalize on opportunities in the funnel, then choose and test the channels and tactics that work best to hit bottom line KPIs.
Comprehension of bottom line metrics will empower marketers to better understand the company goals and which activities best support these goals. They can then put more effort toward nurturing existing leads while simultaneously filling the funnel with fresh leads for the sales team.