Just Missing One Thing

Budgeting and headcount can be saved for filling real roles and resource allocation that drives real exponential growth.
— https://medium.com/@ranee/applied-machine-learning-the-future-of-marketing-859472150629

Marketers and non-marketers alike should absolutely read this.

I'll go back to a recent feeling of mine, Make It Pretty, to voice my concern that Marketing hasn't quite caught on as a respected discipline within many B2B companies. It's getting better, but it's not there yet.

When you read @naynerz's post above, Marketing is focused on the same things other departments are concerned about today:

  • Budgeting
  • Resources
  • Strategy
  • Growth
  • Technology
  • Cross-team collaboration 

It's just missing one piece: how marketing technology can help build revenue for the organization.

I believe Marketing teams need to build in revenue streams in order to gain respect within B2B organizations (and help drive up valuations with investors). Otherwise, we are a drain on the company's bottom line and an easy finger-pointing destination when P&Ls are being reviewed.

The great thing is, given all the solutions and opportunities available to Marketing teams today, revenue generation is no longer a fantasy. Our efforts should include a focus on increasing our organization's profit margins and brand equity.