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What is revenue marketing? | Let’s Talk Revenue Marketing | Eve Chen & Paul Sweeney


Revenue marketing is an exciting, emerging discipline. Our State of Revenue Marketing report found that while just 38.9% of companies currently have a dedicated revenue marketing role, the results suggest this number will only increase in the future!

In the very first episode of our Let’s Talk Revenue Marketing podcast, our podcast hosts Eve Chen and Paul Sweeney tackle the fundamentals of revenue marketing, including when and how they first came across the term, what it really means, and where this discipline might be moving in the future.

Key talking points:

  • What is revenue marketing and how does it work?
  • Why the “buyers’ journey” doesn’t stop until the customer is converted.
  • How do you attribute revenue to marketing?
  • What’s changing in the B2B space and how it affects the sales process.

Meet the hosts

Eve Chen

A best-selling author, speaker, entrepreneur, veteran revenue marketer, and change driver with extensive experience from global organizations.

Eve developed the first iteration of the Revenue Generation Value Chain (RVC) and a maturity framework to help organizations transform into a high-performing system with a methodical approach by building a robust growth engine to exceed their goals. Eve authored Ascending Growth which provides practical insights into transforming Marketing into a strategic growth enabler.

Eve sits on a number of boards and leads a revenue marketing and growth performance agency, The Growth Engine, which focuses on helping businesses to accelerate their revenue growth.

Paul Sweeney

Paul Sweeney is an experienced marketer with a demonstrated history of working in the technology and SaaS industry. After a brief spell in government policy and politics, Paul landed in marketing.

Initially in the property investment industry, he has spent much of the last ten years in technology marketing, including system integrators, start-ups, and finally the gaming and AI giant, NVIDIA.

Paul currently leads a small team of international revenue marketers focused on data and analytics, lead lifecycle enablement, and pipeline acceleration.

Be on the podcast

Did you enjoy this episode? Then don’t forget to subscribe to the Let’s Talk Revenue Marketing podcast to make sure you always catch the latest episodes. If there’s a particular topic you’d like us to cover, let us know on the Revenue Marketing Alliance community Slack channel.

Would you like to appear on an episode? Or do you know someone who’d make a good guest? Contact hannah@revenuemarketingalliance.com.

Written by:

Hannah Wesson

Hannah Wesson

Hannah has worked in content marketing since graduating and has a wealth of experience writing for a wide range of B2B and B2C companies.

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What is revenue marketing? | Let’s Talk Revenue Marketing | Eve Chen & Paul Sweeney