"Our campaigns provide air cover" is one of the most commonly used marketing excuses in the book.
It's also the excuse that sales and the rest of the organization rolls their eyes at, especially in times when targets are being missed.
Air cover is used as a shield by marketing organizations not accountable to revenue. While it is important, it is not the only thing marketing is responsible for.
A marketing function that washes its hands clean of revenue accountability is not a true marketing function. It is closer to a corporate marketing sub-function of a bigger marketing need inside an organization.
Instead, leverage air cover to get your sales team more support when they enter a sales conversation. But also leverage other marketing activities like content, demand gen, social and more to build trust with buyers and generate more sales.
When sales and the rest of the organization notices you taking full accountability of revenue, they also take marketing more seriously.
Get bite-sized insights on SaaS marketing, growth and strategy in your inbox a few times a week.