Marketing Just Became Invaluable: A New Revenue Marketing Model for a New World

The COVID-19 pandemic has changed the game for marketers. We have always been aware of the power of digital, but now other departments are turning to us for guidance. This has made marketers more valuable than ever, as B2B companies now rely heavily on digital interactions for revenue. Companies have increased or maintained their marketing budget since the pandemic began, and marketers must now measure performance differently. Predictive metrics have become possible as marketers can now track the entire buying journey in a digital environment.

It is necessary for sales and marketing teams to change in this new digital world. Successful companies will recognize this and have seamless collaboration between the two departments. Home and office have now merged into one, and marketers have the opportunity to use this to their advantage.

The pandemic has shifted internal structures and forced businesses to see the value that marketers provide in a digital world. Marketers now have control over more of the sales funnel, and must measure engagement from digital marketing campaigns and look at how certain actions connect to a prospect’s buying intent. These new metrics will help marketers understand what actions will affect the bottom line and how to invest as an organization.