What does marketing as a revenue center really look like?

This newsletter comes from the hosts of The Marketing Architects, a research-first show answering your biggest marketing questions. Find us on Apple Podcasts or wherever you listen to podcasts!

 

This week, we're exploring what effective B2B marketing looks with Jon-Erik Valetti, Head of Marketing at CARFAX’s Banking and Insurance Group. 

—Elena  

 

75% of buying teams are millennials.           

This demographic shift, reported by Forrester, is transforming how B2B decisions are made. Millennial buyers prefer self-guided research before engaging with sales teams. Which means traditional lead capture tactics are less effective. 

 

It’s past time to break down marketing/sales barriers.            

B2B marketing isn't about pretty dashboards. It's about real business impact.  

Successful marketing teams partner with sales to drive business growth, together. But getting there takes more than good intentions. Here's what works: 

1. Share goals, share success. Sales has revenue targets. Marketing should too. At CARFAX, the B2B marketing team tracks "marketing-influenced revenue" alongside sales numbers. When both teams chase the same goals, real partnership happens.
   
2. Include sales teams in developing messaging. Who talks to customers every day? Sales teams hear the pain points, objections, and dreams firsthand. Smart marketers bring sales into messaging discussions early. Because their insights are pure gold.
   
3. Talk often, learn constantly. Set up regular check-ins between marketing, sales, and product teams. At CARFAX, bi-weekly meetings help teams share successes and spot market changes. For example, if sales notices more auto loan defaults among customers, marketing can quickly adjust messaging to address this challenge. 
   
4. Focus on marketing's impact on revenue. Marketing isn’t just accountable for lead generation. CARFAX created a dashboard anyone can check—from sales reps to the CEO—showing exactly how marketing drives revenue. Make it impossible to miss the connection between marketing efforts and business growth. 

Listen in on our discussion.

 

“Over a third of B2B marketers ‘often’ in conflict with sales”   

This MarketingWeek article reveals why tension between marketing and sales persists. But forward-thinking companies are breaking down barriers with shared goals and clear communication.  

Read the article.  

 

 

Thought leaders educate first, sell second.   

“As a B2B marketer, we really need to focus on helping and not selling. We can do that by positioning our brands as strategic partners and showcasing our industry expertise." 

— Jon-Erik Valetti, Head of Marketing at CARFAX’s Banking and Insurance Group