Inside Revenue Marketing

In today’s fast-paced business environment, marketing can’t afford to operate in a silo. It’s no longer just about generating leads; it’s about driving measurable impact across the entire customer journey. But achieving this level of impact requires a unified approach—one that aligns marketing with sales, customer success, and even product teams. That’s where the Revenue Marketing Manifesto comes in.

In today’s B2B world, marketers are under more pressure than ever to prove their impact on revenue. Unfortunately, most tools still prioritize vanity metrics—clicks, MQLs, open rates—leaving marketing leaders without a clear narrative to bring to sales, finance, or the boardroom.At Mperativ, we believe it’s time for a new approach.

In the mid-90s, before my foray into tech, I worked in the book publishing industry. I dabbled as a production editor. I had the privilege of working at Barnes & Noble and was responsible for the production and manufacturing of the Barnes & Noble Classics, which included the McGuffey Readers and other classics that were royalty-free (i.e., the author was long dead) and still in high demand.

No one gives you a playbook for creating this alignment. It’s not taught in business schools. That can make it even more frustrating for marketing leaders who want to fix their broken systems while learning themselves, and striving to gain buy-in from their colleagues and peers.

For marketers, proving the impact of campaigns has always been a challenge. While marketing teams invest heavily in demand generation, assessing the true influence of campaigns on revenue has been frustratingly complex.

Our guide, Bridging the Marketing Credibility Gap, delves into the root causes of the split between CMOs and fellow C-suite members, and provides actionable strategies for marketing leaders.