The 2018 State of Revenue Marketing Report

By Brian Hansford, VP of Performance Management at Heinz Marketing
Heinz Marketing and CaliberMind have partnered to deliver the “2018 State of Revenue Marketing” report. We surveyed over 200 B2B marketing leaders in the United States to explore how the best marketers think about, measure, report on, and operationalize revenue marketing using data, analytics, and automation to meet their company revenue goals.
Throughout this report, Revenue Marketers are defined as those who are accountable for 30% or more of actual revenue and bookings and are ‘highly confident’ in hitting their revenue goal.
The results identify three maturity levels of marketers:
33% are Lead Marketers – Not accountable for revenue, focused almost purely on activity and lead generation
45% are Demand Marketers – Accountable for pipeline or sourced revenue, but lacking confidence in their abilities to achieve the goal
22% are Revenue Marketers – Accountable for 30% or more of actual revenue bookings and are highly confident in