Why traditional lead-based models no longer work, and how to shift to influence- and account-based metrics that reflect marketing’s impact on revenue
By Lynn Porterfield, VP Marketing, 2X
Yet again, the B2B marketing landscape is rapidly evolving, and traditional models relying solely on the measurement of Marketing Qualified Leads (MQLs) to determine marketing impact just don’t cut it anymore. To demonstrate value, marketing leaders must rethink what success looks like and adopt new metrics that reflect their vital impact on the business.
So, how can you effectively tie your current marketing metrics to actual revenue?
Marketers today must demonstrate clear, direct impacts on revenue, not just lead generation. This demands an enhanced playbook built on transparent collaboration between marketing and sales, as well as influence-based metrics — not just early funnel activity.
Here’s how to shift to influence- and account-based metrics that reflect marketing’s revenue contribution.
Align marketing and sales beyond the handoff.
Gone are the days of marketing handing off leads to sales and letting them take the baton over the line. Now, marketing and sales must unite under a shared responsibility for driving revenue — think: soccer team, not relay race. But how do you develop and run this new team playbook?
First, clearly agree on joint KPIs, account segmentation, and prioritized accounts within your Ideal Customer Profile (ICP). Next, establish Service-Level Agreements (SLAs) to ensure quick, effective follow-up — opportunities responded to within five minutes convert nine times more often. Finally, build transparent, unified partnerships through consistent communication, regular check-ins, and collaborative strategy sessions.
Research underscores the importance of this alignment: 90% of sales and marketing professionals report misalignment on strategy, process, and culture. Does your sales team view marketing as an essential partner? If not, it’s time to change that.
Measure marketing’s real revenue impact.
Traditional metrics like MQLs are no longer sufficient. They track isolated interactions — such as a webinar attendance or download — from one individual, when B2B buying decisions involve entire groups. Research from 6sense finds that the average North American buying committee includes 10.6 people.
Timing is also critical. To prioritize effectively, marketers must evaluate buying group signals — like third-party intent data or anonymous website visits — to determine how long an account has been in-market. This helps identify which prospects are ready for engagement versus those who need nurturing.
But leads are not the ultimate goal — revenue is. To prove marketing’s true impact, you need to move beyond engagement metrics to those that reflect bottom-line value: pipeline velocity, CAC:LTV, and marketing-influenced revenue. Just as importantly, marketing should play an active role in accelerating deal cycles and optimizing customer acquisition.
Metrics that help shift from an MQL mindset to account-based measurement include:
- Account and buying group engagement
- Account retention, net revenue expansion, and customer lifetime value growth
- Marketing-influenced and account-specific pipeline
And don’t overlook the role marketing plays in closing deals already in the pipeline, such as through user conferences, executive roundtables, post-handoff nurture emails, or ABM campaigns targeting late-stage opportunities.
These metrics are more than just numbers; they reflect marketing’s vital role in revenue generation — and its strategic position in organizational growth. By shifting your measurement model, you’re fundamentally redefining marketing’s value and impact on the business.
Prioritize accounts with intent data for smarter targeting.
Are you chasing leads or strategically targeting accounts truly ready to buy? Relying on surface-level engagement can waste valuable resources. Modern marketing requires tools like intent data and predictive analytics to pinpoint exactly which accounts are actively searching for solutions.
Intent-driven strategies enable sales to prioritize their efforts efficiently. This strategic shift helps your organization act swiftly and precisely, ultimately enhancing sales velocity and driving revenue faster.
For example, by using intent data, 17% of B2B sales and marketing professionals have improved their lead conversion rates by 30%. But although more than half of B2B marketers report their primary goal for intent data is to align sales and marketing, 55% say their sales and marketing teams can’t seem to agree on what constitutes intent data.
As more organizations leverage intent data to enhance CRM and database scoring, lead generation efforts, and personalized marketing, it only underscores the need for synergistic communication and stark transparency between sales and marketing if you’re going to target smarter.
Enhance sales velocity with content and sales enablement.
Prioritization alone isn’t enough; marketers also need to equip sales teams to convert that interest into revenue. The content you’re creating should actively help close deals, not just spark interest.
Are your marketing materials equipping sales to convert leads quickly and effectively? Are you using AI to generate strategic insights, messaging, and outreach content tailored to high-intent accounts?
Beyond traditional assets like case studies, ROI calculators, and user testimonials, AI can play a powerful role in sales enablement. For example, when platforms like 6sense identify a marketing-qualified account as ready for outreach — based on intent signals, engagement patterns, and buying stage — marketers can use AI tools to decode those signals and generate tailored messaging. This might include outbound emails, value proposition summaries, or insights aligned with your offering. The result? Faster, more relevant sales conversations.
Work collaboratively with sales to develop both human- and AI-powered content that’s precisely aligned to each stage of the buying journey. When marketing equips sales with the right tools and insights, both teams win — and so does your bottom line.
Conclusion: Bring it all together.
Shifting from traditional lead generation to genuinely influencing revenue isn’t just beneficial; it’s essential for marketers today. It’s also a way to change how marketing is perceived across the organization: as a key driver of growth, not a support function. True marketing success now hinges on deeper collaboration with sales, leveraging AI for sales enablement, smarter account targeting, and clearly measured revenue contributions.
You don’t need to discard your current practices completely, though. It’s about strategically evolving your approach. Working with specialized partners like 2X can provide the guidance and expertise you need to effectively demonstrate marketing’s value, empowering your team to redefine its crucial role in driving organizational growth.
