Can we tell you a secret? Actually, let’s stop treating this like it’s some sort of taboo—because we’re doing everything we can to make sure this doesn’t remain a secret. So, here it goes: Revenue growth for marketers has never been about capturing leads, doing a hand-off with your sales team, and then yet another hand-off to a different team when the lead becomes an actual customer.
Sure, that’s how we’ve been operating for years, but today’s agile and resourceful modern go-to-market (GTM) teams are creating demand with powerful campaigns tailored for their highly specific target segments, harvesting that demand in intelligent ways to accelerate pipeline, and, finally, retain and expand their customer base.
