Leads AND… How Marketing Can Really Drive Revenue

by Jason Ogden | Feb 25, 2025

I think about this issue almost every single day – the incomplete view of marketing’s role in revenue generation and how it slows down growth. Too often, marketing is reduced to, or synonymous with, lead generation. While leads are undoubtedly critical, if not the primary goal, they’re just one piece of the Rev Gen puzzle. If your marketing team is only focused on leads, you’re leaving revenue potential on the table.

Think about it. Sales teams aren’t measured solely on the number of conversations they have, they’re measured on closed deals and the amount of those deals that lead to future revenue generated. Marketing should be held to a similar standard. We need to shift the conversation from, “How many leads did we get?” to “How much revenue did marketing influence?”

Here are a few ways marketing can drive revenue beyond just filling the top of the funnel:

1. Accelerating the Sales Cycle or Improve Conversion Rates: Marketing can shorten the time it takes to close a deal by providing content that educates prospects and addresses their pain points throughout the buyer journey. Think targeted case studies, ROI calculators, comparison guides, interactive tools, competitive battle cards, objection handling guides, and even personalized video messages that address the most likely objections. This empowers sales to focus on building relationships and closing deals, rather than spending time educating prospects.

2. Increasing Deal Size: Ever notice how some deals are just…bigger? Marketing can influence this too. By crafting messaging that highlights the full value proposition of your product or service, you can encourage prospects to consider higher-tier offerings. Think about showcasing premium features, highlighting long-term ROI, and demonstrating the impact on their bottom line. Don’t be afraid to upsell and cross-sell through targeted content and campaigns.  Buyers are more open to these conversations if the prime has been pumped by marketing. 

3. Improving Customer Lifetime Value (CLTV): Acquiring new customers is expensive. Keeping them is where the real profit lies. Marketing plays a role in nurturing existing customers and fostering loyalty. Think personalized email campaigns, exclusive offers, surveys, feedback loops and product adoption. Happy customers are more likely to repurchase, provide referrals and become brand advocates – all of which drive revenue.

4. Optimizing Pricing Strategies: Marketing has a role to play in pricing. By understanding customer perceptions of value, competitive landscapes, and market dynamics, marketing can inform pricing decisions that maximize revenue. This could involve premium pricing strategies, value-based pricing, or even dynamic pricing models. It’s not just about setting a price; it’s about setting the right price.

5. Customer Advocacy Programs: Turning satisfied customers into vocal advocates can be a powerful revenue driver of new opportunities. Marketing can create programs that incentivize customers to share their positive experiences, write testimonials and refer new business. Word-of-mouth marketing is still incredibly powerful, and it’s even more credible coming from a peer.  If you get new business from referrals, you should be asking how can marketing help drive more referral opportunities.

As I have written in past blog posts, revenue generation teams should be integrated. I’ll die on that hill. Though they all have separate roles, strengths, tools and mindsets, they do share one primary goal: generating revenue. Create metrics and accountability that include individual team goals and shared goals.