While a solid sales leader and sales team are key to revenue generation, sustainable SaaS growth requires alignment of sales and marketing. However, the way SaaS companies view and manage their pipeline prevents their GTM teams from fully aligning. The result? Inconsistent and missed revenue.
SaaS businesses derive their revenue from a mix of new business, renewal, and expansion revenue. Unfortunately, many view their pipeline as a single entity, blinding them to what is really happening in their business. Mistakenly believing they have enough pipeline — and failing to harness marketing’s funnel — they then miss their revenue numbers.
When building a model for revenue success, companies need to consider and optimize marketing’s involvement in the entire sales funnel. By planning for that involvement everywhere from building awareness to helping close deals — and through onboarding, renewal and expansion — SaaS organizations greatly increase the chances of hitting their revenue numbers. By aligning sales and marketing around the same goal, organizations can enable efficiency and productivity across sales and marketing, predictably hit revenue repeatedly, and increase deal velocity.
Read the full report from marketing leader Tricia Gellman. Tricia Gellman is an experienced CMO, executive advisor and board member with over 20 years of marketing experience building brands, driving revenue, and leading change at companies like Apple, Adobe, Salesforce, Checkr, and Drift.
