Vision Report

Lifecycle Revenue Marketing Is The Future Of Frontline Growth For B2B Organizations

January 19th, 2023
John Arnold, Principal Analyst
John Arnold Principal Analyst
With contributors:
Steven Casey , Amy Bills , Craig Moore , Lori Wizdo , Emily Wen , Arianne Burnette

Summary

Seismic shifts in buying group behavior and business dynamics are wreaking havoc on the frontline B2B marketing teams accountable for revenue, such as demand marketing, account-based marketing (ABM), and customer marketing. These B2B marketers, often pigeonholed as suppliers of leads to the load-bearing sales force, are reacting by addressing changing buyer behaviors, transforming digitally, advancing technically, and striving for revenue leadership. In this report, we introduce lifecycle revenue marketing (LRM) — an outside-in approach to frontline marketing that breaks through silos, extends audience engagement, and connects marketing programs to the full lifecycle of revenue opportunities.

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