How B2B Marketers Can Contribute to EBITDA: 7 Best Practices

By Matt Heinz, President & Founder at Heinz Marketing
For many marketers working in B2B organizations, the primary goal is to generate new demand (leads, MQLs and the like).  And with many more advanced marketing teams, the goal is more focused on sales pipeline contribution and revenue influence.
And while early stage companies maybe focused on new bookings and top-line growth, companies looking to maximize valuation and accelerate growth are often focused just as much (if not more) on the bottom line.  Growth at the expense of profit no longer works.
How can B2B marketers deliver predictable sales pipeline impact while helping the company grow profitably?  How and where should marketers prioritize to impact EBITDA (earnings before interest, taxes, depreciation and amortization)?
Here are a few useful starting points based on what we’ve seen work well within the growth-phase companies we work with.
Know your CFO’s key metrics
The common marketing scorecard likely looks vastly different