Marketing as a B2B Revenue Driver, with Andrea Linehan, Global CMO of CurrencyFair.com

B2B Marketing: The Provocative Truth · Apr 26, 2023 · 26m

In this episode of B2B Marketing: The Provocative Truth, Benedict chats to Andrea Linehan about marketing’s potential for driving revenue in B2B.

There’s a problem with revenue in B2B marketing. Marketers are not maximising the potential for marketing to drive revenue when it is so crucial to the business’s success. Is the issue down to marketers not willing to put their reputation on the line, or are there bigger problems with current strategies? Either way, in order for marketing to justify its function (and budget), marketing needs to show how it directly contributes to revenue.

Andrea…