B2B organizations have perpetuated an antiquated, fundamentally flawed model of sourcing pipeline—one that breeds internal dysfunction, erodes productivity, and completely contradicts the core principles of executing an effective account-based strategy. The broken model? Dividing opportunities into marketing vs. sales-sourced pipeline. This article will explore why it’s time to abandon sales vs. marketing-sourced pipeline attribution. Specifically,
Of course every business wants to close more deals, but the cold, hard truth is: gaining a customer you can’t keep isn’t scalable. According to FirstPageSage, the average customer acquisition cost (CAC) for B2B tech companies is $720. And, if your organization leans heavily into PPC and SEM, it’s even higher at $841. With the
Introduction When it comes to account-based marketing (ABM), your marketing team might have invested in intent data, built tailored content, and spent time targeting accounts. But is the juice worth the squeeze? You could say marketing operations teams are there in part to squeeze every last marketing dollar in order to maximize each ABM effort.
