How marketers can drive revenue — the right way

A few summers ago, my buddy and I went on our first fishing trip. We had our sights set on bringing home enough fish for the month. My plan was to cast as much as possible. More chances would mean more fish… right?

We worked the water like it owed us something — casting in every direction, trying every lure in our tackle box. At the end of Day 1, I’d lost count of how many times I’d thrown my line in. The result? Two tiny trout. One sore shoulder.

We met a local back on dry land. He gave us a few spots to check and told us which bait to use. The next day, we had a full cooler before lunch.

Real results came from going after the right opportunities with the right approach — because we got help from the right source. Lesson learned. If you’re one of the many marketers tasked with hitting a tough target, the same truth applies.

Why lead generation alone won’t deliver long-term revenue growth

The rise of revenue marketing means success is now defined by more than brand awareness and top-of-funnel metrics. You need marketing strategies that generate profit. According to Airtable, 88% of marketers were responsible for meeting revenue goals in 2024 — up from 79% in 2023.

To hit those goals, most marketers think lead generation. It seems like a simple equation. More leads = more opportunities for sales = more revenue… right?

Not always. And certainly not consistently. Plus, it can be costly. At its worst, lead gen feels like casting blindly and hoping it all works out.

Even at its best, lead gen is an uphill battle. Why?

• It’s hard to generate leads. 61% of marketers say it’s their top challenge.
• It’s even harder to generate good leads. Only 5% of salespeople rate the leads they receive from marketing as “very high quality.” (HubSpot)

By nature, lead generation is more transactional than collaborative. Sales can feel like you’re throwing leads over the fence. And your sales team may even have a different definition of what a good lead is. So after you’ve spent time and budget bringing leads in, sales may not think they’re worth pursuing.

Lead gen can still play an important role in your plan for revenue growth. But if it’s your main strategy, you could be trying to fill a bucket that’s full of holes.

There MUST be a better way… right? Time for the good news.

The most effective way for marketers to grow revenue: Partner with sales

Having revenue responsibility might be new to you as a marketer. But it’s nothing new for sales.

Think about it. If they don’t sell, they’re out of a job. If they sell more, they make more.

So if you’re tasked with creating sales enablement that drives revenue, who better to help you?

When you invite sales to participate in your program’s creation, you combine strengths…

Sales enablement is the bridge. It connects marketing strategy with sales execution. And when sales enablement is a product of partnership, it’s a powerful revenue driver.

Collaboration creates alignment. And alignment between sales and marketing ensures both teams share the same strategy, goals, and message. The result: Reps are more likely to hit their targets. Which means you are, too.

If you want to power up revenue, supercharge sales. And if you want to supercharge sales, power sales enablement with partnership.

Gather sales insights to improve marketing content

Reps are talking to customers every day. They know what’s working — and what isn’t. They’re constantly picking up valuable information that can improve your message. So ask for it.

You might hear…

• • “Customers eat it up when I say this.”
  • “Lately, every customer I talk to is focused on this one thing.”
  • “That term doesn’t land anymore. It could get you laughed out of the room.”
  • “Customers love the data, but they keep asking why they can’t access it on our site.”

Use those insights to sharpen your message, fill content gaps, and meet current customer needs. In other words, make sure you’ve got the best bait.

Standardize your sales approach for consistent results

Your top performers are out there winning. Capture their know-how to create content every rep can use. Then map your materials to the buyer journey.

• • Awareness: Infographics and explainer videos can spark interest and address pain points.
  • Consideration: Comparison guides and case studies can help reps explain options and prove value.
  • Decision: Counterpoints and calculators can help reps overcome objections and close with confidence.

That’s how you can accelerate leads through the pipeline. And create a sales strategy that’s both consistent and scalable.

There’s an entire arsenal of content and tools your reps can use to prove value. Missing any? Find the full list in our ebook.

Share winning sales strategies to boost team performance

All that valuable guidance will only make an impact if it reaches the rest of your sales force — and resonates.

Share it in different formats to suit different learning styles and situations. Reps can:

• • Sit down with a playbook.
  • Scan a one-pager.
  • Watch e-learning modules in chunks.
  • Listen to a podcast on the way to a meeting.

And if you want sales enablement to stick, keep reinforcing your approach.

• • Gamify it with weekly quizzes or challenges.
  • Add a bonus tied to using new materials.
  • Share success stories in team meetings.
  • Plan a sales competition based on a new tactic.

Build a revenue growth strategy for your marketing team

If your job depends on generating revenue, team up with the folks who live and breathe revenue every day. And turn up the volume on their success with sales enablement.

Here are a few simple ways to get started:

• Set up monthly check-ins with sales to dig up nuggets of wisdom.
• Ask reps what sort of tools they wish they had.
• Roll out resources with constant reminders.

Ready to make an even bigger difference to your bottom line? It’s easier with a counterpart in your corner. Let’s talk strategy — then turn it into results.

Related:
4 reasons marketing gets ignored by sales
The 9 needs of adoption