Revenue marketing, the practice of directly connecting marketing efforts to a company's revenue goals and bottom line, has gained significant traction in recent years. But what truly drives success in this field? What does it take to excel?
We've gathered insights from accomplished revenue marketing professionals who share their remarkable success stories, the motivating factors fueling their work, and their thoughts on where this discipline is headed next.
Britta Agel, Director of Global Revenue and Product Marketing at Spryker
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Britta Agel
Director of Global Revenue and Product Marketing at Spryker
With a journey spanning over a decade, Britta Agel has been fortunate to traverse the intricate landscape of B2B marketing and digital commerce. With her master's degree in International Business, Britta focused early on marketing as her career path.
What keeps you motivated in your role?
My motivation is always my team – I enjoy helping create a work environment in which everyone can thrive, grow, and be happy. I strongly believe that a team can only be successful if everyone has the psychological safety and support to take the right actions.
Heather Hurd
What’s your greatest revenue marketing achievement?
My greatest revenue marketing achievement was actually years ago when we called it simply “inbound marketing,” but we localized a successful German campaign to our developing South European markets and could increase monthly revenue with this campaign by 300%.
Essentials were here to have a detailed strategy for each of the three markets which were aligned with the regional sales team, and show that we were able to adapt from the headquarters to the individual market needs.
Do you think more companies will be adopting revenue marketing practices in 2024?
I think more companies will adapt to a revenue marketing concept in the next one to three years, although they might not call it like this.
Recognizing the need to measure what matters in the end means not keeping a pure pipeline view, and with the anonymous buyer marketing will become more relevant to prepare buyers to sell than ever before.
Steve Armenti, VP of Revenue Marketing at DigitalOcean
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Steve Armenti
VP of Revenue Marketing at DigitalOcean
Steve has held several demand and growth leadership positions and has had the privilege to build and lead some of the best teams ever. His journey with startups taught him how to hustle. He was lucky enough to work with clients like HP, Samsung, IBM, and Verizon to improve their inbound acquisition strategies, where he learned the importance of customer success and how important NPS scores and retention rates are.
What keeps you motivated in your role?
Change. Right now is a wave of changes in marketing and these shifts create two types of people: Those that get passed by, left waiting for the next wave to come, and those that paddle forward and take a risk with the chance of riding the best wave of their life.
What’s your greatest revenue marketing achievement?
I set a few very large goals this year, both personally and professionally, and I exceeded those goals purely because of my work ethic, drive, and ambition.
It feels good to know you can set a vision for something and accomplish it. I highly encourage everyone, even if you don't have a plan today, to have a plan and put processes in place to achieve the results you want to see.
Do you think more companies will be adopting revenue marketing practices in 2024?
Yes. Because of the market trends in B2B right now, companies will continue to look at marketing to source new revenue.
Marketers will need to figure out what is working best for them, and what is not, and prioritize accordingly. I also think we might see revenue marketing stretching more into the world of customer success to drive retention revenue.
Jason Brisbane, Fractional CMO at yorCMO
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Jason Brisbane
Fractional CMO at yorCMO
Jason Brisbane is a dedicated and results-oriented Product Marketing Leader with a proven track record in driving brand awareness, customer engagement, and revenue growth. His expertise lies in crafting and executing comprehensive marketing strategies, leveraging data-driven insights to optimize campaigns and initiatives for tangible business impact.
What keeps you motivated in your role?
Creating and driving strategies that have a direct impact on revenue growth.
I’m able to work collaboratively with stakeholders such as sales and I enjoy that feeling of being on a team and working on the mission that we need to complete.
Stevie Langford
What’s your greatest revenue marketing achievement?
I drove a 75% rise in website conversion rates in six months by optimizing content and creating an exceptional user journey, ultimately driving increased engagement and lead generation, and achieving a 30% YoY (year-on-year) increase in marketing-attributed revenue.
Do you think more companies will be adopting revenue marketing practices in 2024?
Yes, I believe so. The importance of measurable ROI continues to rise in today’s dynamic business environment. Businesses are increasingly recognizing that tightly aligned sales and marketing strategies directly contribute to revenue growth.
Jessica Brown, VP of Marketing at Builder Prime
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Jessica Brown
VP of Marketing at Builder Prime
Jessica is a demand generation expert and leader dedicated to increasing revenue for global B2B SaaS organizations ranging from seed to series D stages by 100% - 200% year over year.
She has built and led integrated marketing teams partnering across the GTM function to exceed targets. She enjoys driving scalable and efficient growth while reducing cost per lead and cost per opportunity through a multi-channel approach.
What keeps you motivated in your role?
Continuously experimenting with new programs and channels that resonate with the ideal customer profile (ICP) and fostering seamless partnerships across the go-to-market (GTM) function to achieve remarkable business results.
What’s your greatest revenue marketing achievement?
Helping global B2B SaaS organizations ranging from seed to series D stages grow by 100% – 200% year over year through strategic demand generation activities.
Stevie Langford
Do you think more companies will be adopting revenue marketing practices in 2024
Yes, companies should leverage revenue marketing to create consistently measurable outcomes that boost their bottom line.
Aviv Canaani, VP of Marketing and Sales at Datarails
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Aviv Canaani
VP of Marketing and Sales at Datarails
Aviv Canaani is a marketing professional and go-to-market leader currently serving as the VP of Marketing and Sales at Datarails, a series B startup that raised $100M. Aviv also teaches a top-rated course on Startup Marketing at Reichman University. He is an author and speaker, covering topics such as B2B marketing, startups, storytelling, creativity, GTM strategies, and even propaganda.
What keeps you motivated in your role?
The motivation comes from seeing how your actions directly contribute to business growth and having the opportunity to engage and delight your target audience with exceptional content.
What’s your greatest revenue marketing achievement?
Achieving a sixfold revenue growth for my current startup over the past couple of years.
Sajag Chikarsal, VP of Marketing at Celona
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Sajag Chikarsal
VP of Marketing at Celona
Sajag is a marketing leader with over 17 years of experience in the technology industry. He has a proven track record of building and leading high-performing teams at companies such as McAfee, Zscaler, and Google.
What keeps you motivated in your role?
2023 has marked an exceptional new era for the emergence and widespread enterprise adoption of private cellular wireless networks, and Celona is leading from the forefront. Being at the helm of marketing for a company that is a pioneer in Private 5G technology is incredibly stimulating.
We’ve exited the year with well over 100 private wireless networks in production around the world, and seen significant annual growth in new customers within Fortune 500/Global 2000 companies – a segment that more than doubled in size this year. The excitement of steering marketing efforts in such a rapidly evolving sector is unparalleled.
Moreover, my role in revenue marketing has been pivotal in forging strong, trust-based relationships with other GTM leaders, further reinforcing our collective resilience against the strategic challenges posed by the global business environment. This synergy and the dynamic nature of our field keep me inspired.
Do you think more companies will be adopting revenue marketing practices in 2024?
I can say with no doubt that revenue marketing will be widely adopted in 2024. With the growing emphasis on measurable outcomes, growing adoption of marketing technology, shifting customer expectations, economic uncertainty, and alignment between sales and marketing efforts, revenue marketing is becoming a strategic necessity.
Moreover, the rise in adopting RevOps (Revenue Operations) strategies, which emphasize a unified approach to revenue generation, supports this shift. As companies continue to seek sustainable growth and efficiency, the adoption of revenue marketing is expected to become more prevalent in 2024 and beyond.
Annie Furlong, VP of Engagement (B2C) Marketing at Carrum Health
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Annie Furlong
VP of Engagement (B2C) Marketing at Carrum Health
Annie Furlong is VP of Engagement (B2C) Marketing at Carrum Health. Annie brings 15+ years of experience as a B2C, B2B2C, and B2B marketer and people manager to health tech and employer benefits markets.
What keeps you motivated in your role?
I love that there’s no dull day in marketing. Strategies and tools are always evolving, which keeps it interesting and fun. Having an incredible team surrounding me more than anything though keeps me excited in my role.
What are new problems we can solve? How can we improve our audience’s experience through marketing? What can we do differently? All of these questions, and more, keep me motivated.
What’s your greatest revenue marketing achievement?
As I mentioned, my revenue marketing world is largely focused more on B2C and B2B2C.
While building a solid foundation and processes for B2B2C marketing at two of my past organizations has been a huge achievement, taking one company, where utilization was largely in the red and less than 70% on average across our employer partners to consistently 90%+ within a year is probably my greatest revenue marketing achievement.
Annie Furlong
Do you think more companies will be adopting revenue marketing practices in 2024?
Absolutely. If they don’t, they’ll likely be falling behind. Companies that don’t understand the value of revenue marketing and how it can be leveraged and applied throughout an organization and its goals will ultimately not be as successful.
Islam Gouda, GA/RA Supervisor at the Center for Hispanic Marketing Communications of Florida State University
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Islam Gouda
GA/RA Supervisor at the Center for Hispanic Marketing Communications of Florida State University
Islam has a marketing-focused business experience with a strong analytical ability to use available market data for strategic marketing, business development, and product development purposes along with the identification of new business opportunities and measurement of ROI.
What keeps you motivated in your role?
What keeps me motivated in this role is the dynamic nature of marketing, the challenge of solving complex problems, and the ability to directly impact a company’s growth and success by driving revenue.
What’s your greatest revenue marketing achievement?
As for my greatest revenue marketing achievement, it’s been the successful implementation of a comprehensive marketing strategy that significantly increased a company’s revenue while improving customer engagement and satisfaction.
Do you think more companies will be adopting revenue marketing practices in 2024?
The trend toward adopting revenue marketing practices is likely to continue in 2024 as companies increasingly recognize the importance of connecting marketing efforts directly to revenue outcomes.
As competition grows and consumer behavior evolves, more businesses will likely embrace revenue-focused strategies to remain competitive and sustain growth.
Islam Gouda
Heather Hurd, CMO at Dusk Marketing
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Heather Hurd
CMO at Dusk Marketing
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Heather Hurd is an inclusive senior marketing leader with more than a decade of experience in both agency and in-house marketing. Skilled at enhancing the content marketing process from start to finish, Heather is currently CMO at Dusk Marketing; helping reconnect your audiences to what really makes you special.
What keeps you motivated in your role?
My motivation comes from knowing that I have an amazing team behind me. They’re always ready to support each other, chat through great new ideas, and have fun along the way.
I am so grateful for the chance I have to work with the Best Team Ever™ every day, and they make it so easy to keep showing up and doing my best every day.
Heather Hurd
What’s your greatest revenue marketing achievement?
My greatest achievement is building and maintaining a team of dedicated marketers who are seeing incredible results from their work. Last year, we saw a 13% increase in our creative output with no drop in quality or creativity.
While my team will always be my greatest achievement, one of my favorite projects was a no-holds-barred creative group in which we gave a list of priorities and very little other guidance. They went on to create incredible work that exceeded benchmarks by 300%!
Do you think more companies will be adopting revenue marketing practices in 2024?
Revenue marketing is going to be a key strategy for companies looking to boost revenue faster with more attribution.
As companies continue to look for new ways to differentiate, revenue marketing is going to be the way they stay ahead of a quick-change market, unite their sales and marketing teams (finally), and really zero in on the marketing channels that are best for driving growth and customer engagement.
Sandeep John, Director of Marketing at Prismforce
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Sandeep John
Director of Marketing at Prismforce
As Director of Marketing at Prismforce, Sandeep's job is to develop awesome plans to drive company growth and promote the brand as the best in the industry.
With decades of experience leading high-performing teams across various marketing functions, he has honed his skills in field marketing, SDR, campaigns, and regional marketing for companies like Outplay, Freshworks, and Datatracks. One of Sandeep's standout talents is simplifying complex concepts and motivating teams to collaborate effectively.
What keeps you motivated in your role?
After over two decades in marketing, what keeps me motivated is that I'm continually energized by identifying new ways to engage and delight customers as behaviors, technologies, and strategies evolve over time. There is no standard playbook, and you’ve sometimes got to re-invent your playbook. I am always curious to learn more.
I stay motivated by building high-performing teams and it is extremely fulfilling to see team members climb up the corporate ladder. I have been fortunate to have worked with some of the most sharp and ambitious minds.
What’s your greatest revenue marketing achievement?
Looking back, I'm most proud of the work I led in repositioning Outplay’s sales engagement platform. At the time, given the saturated market space that we were in, we needed to find ways to stand out from the crowd. Our costs of acquisition (CAC) were also getting steeper given the competition and we needed to act fast.
This was despite the fact that our product was a well-loved, mature product.
I spearheaded extensive customer research and journey mapping that uncovered friction points and shifting dynamics in how users were collaborating. I built out a six-month tactical roadmap around our new positioning. We were going to lean on our “brand” campaigns to drive revenue for us.
Charley Gale
Over the six-month period, we paused most of our paid initiatives and launched a series of brand initiatives at low cost: SDR30u30, Call of Fame, Cold Call Battle, The Hype is Real, and Masters of Sales.
All of this culminated in our brand keyword growing by over 30% and 60% of our signups coming through because people searched for our brand.
Do you think more companies will be adopting revenue marketing practices in 2024?
Without a doubt, we are already seeing the CMO role evolving to integrate retention, expansion, and the broader revenue engine beyond just lead generation.
Specialized revenue marketing roles focused on subscription intelligence, expansion revenue motions, and preventing churn are becoming commonplace at both B2B and B2C organizations pursuing subscription offerings.
At the heart of this shift is the vast amount of data generated from digital products and first-party customer signals. Leveraging analytics to take evidence-based actions will be table stakes.
Charley Gale
In essence, sound revenue marketing practices will emerge as the imperative growth engine for recurring revenue businesses by linking revenue analytics to experiences across a customer’s lifecycle.
Nick Mamouzellos, Director of Demand Generation EMEA at LRN
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Nick Mamouzellos
Director of Demand Generation EMEA at LRN
Nick is an award-winning, B2B marketing leader with 10+ years of experience. He currently leads the EMEA demand generation at LRN, the global leader in ethics and compliance solutions, with the goal of maximizing pipeline growth.
What keeps you motivated in your role?
The company's mission, the team and people I work with, and the idea of succeeding in my role for my family.
What’s your greatest revenue marketing achievement?
At LRN, we tripled the marketing-generated revenue for Europe in 2023.
Do you think more companies will be adopting revenue marketing practices in 2024?
100%. Marketing has been, currently is, and will continue to be a key driver of generating revenue via direct or indirect avenues.
Jason Mashak, Senior Manager of Analyst and Public Relations at Runecast
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Jason Mashak
Senior Manager of Analyst and Public Relations at Runecast
Jason is a Senior Manager at Runecast, responsible for analyst relations, public relations, and brand communications QA. Before Runecast, he helped to grow Avira and Avast into globally recognized leaders in the security industry.
What keeps you motivated in your role?
I am motivated by learning new things every day and often being surprised by where those lessons come from.
Also, I am not so competitive with other people (probably why I eventually left sales roles after half a dozen years), but I do enjoy competing with myself, analyzing my achievements and areas for growth, and constantly trying to beat my own past results.
What’s your greatest revenue marketing achievement?
In a general sense, my greatest successes in revenue marketing have been helping lesser-known companies grow their revenue to eventually become well-known brands within their industries (e.g. Avast and Avira, now part of Gen™).
I am also proud to have helped mentor a capable young woman on our Runecast Marketing team so that she was able to take over the marketing operations and people management side of things, allowing me to step into a combined Analyst Relations (AR) and Public Relations (PR) role to further facilitate our growth.
Do you think more companies will be adopting revenue marketing practices in 2024?
Yes, they will have to connect the dots where revenue and costs are concerned, or they will go broke. There is no more “business as usual” (BAU), no more free-flowing river of cash that will allow approaches to be as they were.
I’m not saying that it won’t return to that at some point, but major geo-political shifts are occurring that will take some time for the dust to settle.
Meanwhile, organizations will have no choice but to increase transparency of the ways that marketing directly relates to revenue – and where it can’t be, at the very least, guesstimated, those channels and activities will likely be stopped.
Charlotte Morris, Global Senior Director of Regional Marketing at HiBob
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Charlotte Morris
Global Senior Director of Regional Marketing at HiBob
Charlotte Morris is the Global Senior Director of Regional Marketing at HiBob. HiBob is at the forefront of HR innovation, transforming the way organizations operate in the modern world of work with its award-winning HCM “Bob.” Companies using Bob can accelerate hiring, retain the best talent, upskill staff, and elevate employee experience.
What keeps you motivated in your role?
Working with great people here at HiBob and… results.
Do you think more companies will be adopting revenue marketing practices in 2024?
Absolutely. As the market stabilizes after what was a tough year for the tech industry and as SaaS as a market matures, companies will only continue to adopt data-driven strategies and advanced revenue marketing practices to stand above the competition and break through.
Lee Oakley, Growth Marketing Manager at MRI Software
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Lee Oakley
Growth Marketing Manager at MRI Software
Lee Oakley is a growth marketer and is customer-centric to the core. With over 15 years in marketing, she brings extensive experience, particularly in the APAC real estate industry. She aims to transform the consumer experience across all touchpoints, crafting meaningful moments that people love to talk about.
What keeps you motivated in your role?
Witnessing teams that were once siloed in their processes now collaborating and achieving results together is incredibly satisfying. Having a united team to celebrate victories, learn from experiences, and provide support for each other is what it is all about.
What’s your greatest revenue marketing achievement?
Last year we really focussed on driving growth as our main metric, shifting from a sales vs marketing MQL counter, as I called it, working toward a revenue growth model.
Already we have seen great results from a business point of view, but I also get to see teams that once didn’t operate side by side, now intrinsically working together. And that has been music to my ears!
Stevie Langford
Do you think more companies will be adopting revenue marketing practices in 2024?
Absolutely! It's just logical to sync up the targets and goals of every department with the big-picture business purpose.
Doing this not only gets everyone on board from start to finish in the customer journey but also ramps up the benefits, not just in terms of sales but also increasing the customer lifetime value (CLV).
Keith Povey, Director of Revenue Marketing at Panaseer
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Keith Povey
Director of Revenue Marketing at Panaseer
Keith Povey is an experienced marketer with a checkered past… Checkered in the sense that he has worked in a mix of the agency world for six to seven years and also on the client side for 13 years – having the chance to work for and with the likes of IBM, Verizon, Sony, Optiv, Feefo, Cisco and SAP.
What keeps you motivated in your role?
Growth – of the team I run, the company I work for, and my own growth – I am no good if I am not growing.
What’s your greatest revenue marketing achievement?
Building a phenomenal team that has delivered over $70m of qualified sales opportunities in two years.
Do you think more companies will be adopting revenue marketing practices in 2024?
I think they need to adopt the mindset, even if an explicit job or department role might not fit everyone.
Sam Shrager, Executive Director of Marketing and Communications at BCB Group
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Sam Shrager
Executive Director of Marketing and Communications at BCB Group
Sam Shrager is the Executive Director of Marketing and Communications at BCB Group, a global leading crypto-dedicated payment services provider, where she leads the strategy and execution for all communications and is responsible for global B2B marketing and PR.
What keeps you motivated in your role?
Wanting to deliver the best outcomes for our business, discovering new approaches via continued learning, and experimenting with new channels.
What’s your greatest revenue marketing achievement?
Persuading key stakeholders to invest in an SEO and content strategy.
James Shaw
Do you think more companies will be adopting revenue marketing practices in 2024?
100%, it's becoming so vital to evaluate and show how channels are delivering across a business and adding to the bottom line.
Lauren Wallett, Founder of Creatrix SaaS
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Lauren Wallett
Founder of Creatrix SaaS
South African-born, Lauren Wallett is a serial entrepreneur and creative strategist. She’s the founder of Creatrix SaaS. Her alternative business school: Create Business Academy offers DIY training for social media marketers and her marketing agency, Malva Media provides a turn-key solution to content marketing that builds community, increases audience engagement, and increases pre-sales pipelines.
What keeps you motivated in your role?
Creativity and the connections formed online through creating inclusive communities.
What’s your greatest revenue marketing achievement?
Personally: A 10K sale directly from repurposed TikTok videos on LinkedIn to an audience under 500 people. It’s not about the amount of followers, or high production value, it’s about the resonance of authentic, behind-the-scenes, work-in-progress content.
Recent client: x 1600 audience growth in four weeks to build their sales pipeline.
Torrey Tayenaka
Do you think more companies will be adopting revenue marketing practices in 2024?
Yes. Marketing and Sales integration is the future. I believe that the future of marketing departments will be internal production companies – like what Coca-Cola is doing with music.
Edutainment and entertainment are where it’s at. Shifting from meta to theater and giving audiences real art and performances instead of genetic AI content.
Dan Jackson Whiteside, International Marketing Director at EZRA
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Dan Jackson Whiteside
International Marketing Director at EZRA
Dan Jackson-Whiteside is an accomplished marketing professional with extensive experience building brands, driving commercial growth, and aligning marketing with sales. He has worked for several prestigious people consultancy organizations, including MindGym, EY, and Lane4.
What keeps you motivated in your role?
I don’t like the word motivation; if you rely on motivation alone in your role, it won’t serve you well in the long term. For me, it’s about building habits and discipline in my job.
Here are some things that I do regularly to keep that fire burning:
- Soak in customer stories: This can be a case study, a video testimonial, listening to a Gong call, or speaking with customers at events – it’s always so liberating to see that your organization is having such an impact on your customers, especially when your team has been a part of their journey.
- Work closely with my team and peers: I’m fortunate to work with some exceptional people who push me and change the way that I think. I get a real kick when the forces are pulling everyone in the right direction and the impact this has on individuals (and the bottom line). You can feel it!
- Fostering innovation: I’m a sucker for bright ideas. I try to create space for creative thinking and help my team think outside the box when it comes to building great campaigns.
What’s your greatest revenue marketing achievement?
Depends on what you define as an “achievement.”
There have been many. But I think the biggest one was getting to #1 for “leadership development” in Google Search at Lane4, and the subsequent (and immediate) impact that had on our revenue.
Do you think more companies will be adopting revenue marketing practices in 2024?
I hope so!
Closing thoughts
As businesses increasingly prioritize measurable marketing impact and revenue growth, adopting revenue marketing strategies will likely become the norm rather than the exception.
The stories and perspectives shared by these professionals highlight the immense value of aligning sales and marketing, leveraging data to optimize campaigns, and anticipating industry shifts.
With their achievements as inspiration and future outlooks as a guide, revenue marketers are well-positioned to propel businesses forward and unlock new heights of success.
Want to get even more insights?
Download the full Ones to Watch report to discover the answers to these key questions:
- How do you define revenue marketing?
- What advice would you give to those just starting on their revenue marketing journey?
- What skill sets do you see as essential for revenue marketing?
- What do you think revenue marketers need to be focusing on in 2024?
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