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B2B marketers: the revenue cat is out of the bag

Econsultancy, 1/13/11

There’s been a sea-change in B2B marketing and it’s all about our relationship to revenue.

Here’s why it’s a good thing, why it’s an inevitable thing and what you B2B marketers can do about it.

i’ve sifted through dozens of ‘B2B Marketing Predictions’ blog posts over the last few weeks and there is one that is showing up a lot more than in last year’s batch: B2B marketers will be much more accountable for revenue going forward. The R-word topic is so ubiquitous in B2B blogs that it’s at risk of becoming a truism.

Cue fuzzy flashback…

It reminds me of when I was a pup account exec at Ogilby & Mather in New York (way back before Mather was erased from the brand but after Benson was).

By some twisted irony, I was responsible for a handful of budgets. That meant a lot of spreadsheet work, which, in 1983, involved actual spreadhseet paper and lots of erasing and recalculating every time a number changed.

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