Heinz Marketing and CaliberMind Release First Annual “State of B2B Revenue Marketing” Report, Industry-First Revenue Marketing Maturity Model™

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67 percent of marketers accountable for revenue, but B2B marketing leaders struggle to hit revenue goals

State of Revenue Marketing Report 2018

State of Revenue Marketing Report 2018

This means B2B marketers at all levels must focus on sourcing a specific percentage of overall revenue while helping build the sales pipeline with qualified opportunities. This is a massive shift from traditional activity-based marketing," says Matt Heinz President, Heinz Marketing.

Heinz Marketing in partnership with CaliberMind, the leading B2B Customer Data Platform for Revenue Marketers, today released their first annual “State of Revenue Marketing” report. The report uncovers insights and trends from B2B marketing and operations leaders using marketing analytics, AI and automation to grow revenue. Along with the report, CaliberMind released a new self-assessment tool to help B2B marketers benchmark their team against peers and uncover insights to grow revenue.

Key Findings
According to the study, 67 percent of marketers report they’re now accountable for revenue, however, only 35 percent are confident in their ability to meet their company revenue goals. The study also showed that marketers don’t track revenue and conversion metrics as closely as they do traffic and engagement/lead metrics, which likely explains the low number of marketers who feel they can meet revenue goals.

Other key findings include:

  • Marketers at all levels struggle with lack of data and analytics skills in their quest to grow revenue. Demand Marketers spend 5 days a month on average pulling data and preparing reports.
  • 34% of marketers aren’t providing analysis and reports the C-suite expects
  • 53% of marketers can’t measure or are unsure of their ROI
  • Revenue Marketers are 2.8x more likely than Demand Marketers to centralize data and automate reporting using purpose-built tools such as Customer Data Platforms.

The report defines Revenue Marketers as marketers accountable for 30 percent or more of actual revenue and bookings, who are “highly confident” of hitting their revenue goal.

“CMOs and VPs are expected to show measurable results, and those who can’t deliver have some of the shortest tenures in the C-suite,” said Matt Heinz, President of Heinz Marketing. “This means B2B marketers at all levels must focus on sourcing a specific percentage of overall revenue while helping build the sales pipeline with qualified opportunities. This is a massive shift from traditional activity-based marketing or marketing communications to one that enables the revenue success of the entire organization – including and beyond net-new sales.”

Industry’s First Revenue Marketing Maturity Model™ and Self-Assessment Tool
CaliberMind took the benchmarking data from Heinz Marketing and created the industry’s first Revenue Marketing Maturity Model™ and self-assessment tool to help marketers benchmark their performance against peers and receive best practices and next steps to advance their skills.

“The best Revenue Marketers use all kinds of tools to drive revenue — from Customer Data Platforms for data centralization and self-service analytics, to workflow automation and attribution,” said Raviv Turner, CEO of CaliberMind. “But even more important than investing in technology is the development of Revenue Marketing practices that are universally accepted and followed.”

The report is available for download below, together with the online self-assessment tool: https://www.calibermind.com/state-of-revenue-marketing-report-2018

About Heinz Marketing
Heinz Marketing is a B2B marketing and sales acceleration firm that delivers measurable revenue results. Every strategy, tactic and action has a specific, measured purpose. Instead of focusing on the activities, Heinz Marketing focuses on outcomes. What really matters is sales pipeline, closing business, and accelerating revenue. Follow them on Twitter: @HeinzMarketing.

About CaliberMind
CaliberMind is the leading B2B Customer Data Platform for Revenue Marketers. By bringing together data analytics, attribution, ABM, and smart workflow automation; CaliberMind empowers marketing and sales teams to grow revenue faster together. FREE to try, easy to buy and use, and 100% #UnMarTech. http://www.calibermind.com

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Chris Nixon
CaliberMind
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