Revenue Marketing


Revenue marketing is a term growing in prominence especially among B2B marketers. At this time, it is used in such a variety of ways that it is difficult to identify a common conceptual core definition. A recent industry survey has identified the four elements on the term’s use. [1]

These elements are neither conceptually new nor unique to the term revenue marketing:

  1. Revenue generation through data-driven marketing
  2. Alignment of marketing with revenue goals
  3. Integration of sales and marketing
  4. Focus on revenue as the ultimate goal

In many ways, revenue marketing can be viewed as a branch of traditional integrated marketing or integrated marketing communication with the alignment of the sales function with the non-branding parts of the marketing function to achieve a short-term revenue objective. [2]

See Also

Market share


  1. Demand Spring, 2023 Revenue Marketing B2B Benchmark Report;
  2. Universal Marketing Dictionary Project, 2023.

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