Asking for additional marketing budget to spend on new opportunity areas without understanding pipeline targets can lead to targets being at risk and likely not being hit.
Similarly, setting pipeline targets without fully understanding all the potential areas where marketing can scale pipeline can lead to revenue growth opportunities being missed.
Most companies lean one way or the other with these approaches and inevitably fall short.
You need to do both a bottom-up and top-down analysis to fully understand how to fund marketing efforts and to increase the odds of success for the organization.
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