Organizations that over-rely on Sales and Events for pipeline put their sales targets at risk.
This is most often seen inside Sales-led organizations where Marketing has a limited budget.
How can you expect to hit aggressive sales projections when you aren't engaging with your buyers on channels where they are spending most of their time?
Instead, investing into digital and buyer-centric channels increases the odds of hitting pipeline targets.
Growing Marketing Generated Pipeline is the key to hitting aggressive sales projections.
When Marketing stops over-relying on events and begins building new channels to acquire customers, it forces the organization to be less Sales-led.
This takes time which is why Marketing leaders need to lobby CEOs and Boards with the right budget asks to invest in the right channels to become more Marketing-led.
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