41 - What should marketing contribute to revenue? - Masterclass - B2B SaaS Marketing Snacks

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Masterclass T2D3 outbound pipeline inbound

Episode notes

To make decisions about where and how you deploy and focus your teams, you need to answer the question: “where does our pipeline & revenue come from?” Leadership ultimately has to decide who owns what part of revenue contribution, especially when you’re ramping up in the early stages. We identify that there are three main buckets where revenue can originate from: Relationships from sales organization (sales generated leads) Outbound (prospecting and lead generation) Inbound While marketing is usually a prime suspect in conversations when it comes to driving revenue, we posit the ideal mix is about ⅓ from each category - but those numbers can change depending on your market’s maturity and go-to-market strategy. Today we talk about all of this, including how to benchmark contributions, how to get started with attribution, tracking funnel stages, and common pitfalls as you’re starting to think about this (such as lacking data, or placing too much emphasis on one department). We also discuss our new offering, the T2D3 Masterclass .