Most B2B companies find themselves over-relying on Sales to generate the bulk of their pipeline.
In such companies, Marketing doesn't have enough budget and does not provide nearly enough coverage to drive revenue.
These are the companies where cold calling, events, relationships are what grow the business. These are also often the companies where Sales reps miss quota more often than not.
The key is to get Marketing Generated Pipeline into a healthy range (at least at 30%). In some cases, this number can be as high as 70-80%.
That's how you know the market is actually coming to you inbound when it needs a specific pain point to be solved. They're aware of you, they've read your content, they trust you as an authority and resource.
It's also how you know that your brand has enough value in the marketplace to win business that does not depend on you dialling to dollars to succeed.
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