Vision Report

Lifecycle Revenue Marketing Demands Collaboration Among Growth Teams

Unify Demand, ABM, And Customer Marketing Capabilities To Build Long-Term Value

January 19th, 2023
Robert Peterson, null
Robert Peterson
With contributors:
Steven Casey , Amy Bills , Nick Buck , Laura Ramos , Lisa Nakano , Laurynn Bedard , Arianne Burnette


B2B marketing teams accountable for revenue, such as demand marketing, account-based marketing (ABM), and customer marketing, have evolved from generalist marketers to disparate, highly specialized groups focused on distinct objectives that compete for resources. As B2B marketing organizations adapt to buyers exerting more control over their experience and the ongoing war for talent, more nimble, responsive, and effective teams will evolve to an outside-in lifecycle revenue marketing (LRM) approach. In this report, we explain the new capabilities that will emerge by forcing marketers to prioritize the customer experience rather than rely on a historic structure to drive revenue.

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