Definition
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:
- Revenue generation through data-driven marketing
- Alignment of marketing with revenue goals
- Integration of sales and marketing
- 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
References
- Demand Spring, 2023 Revenue Marketing B2B Benchmark Report; demandspring.com/research/2023-revenue-marketing-b2b-benchmark-report/
- Universal Marketing Dictionary Project, 2023.