I’ve worked with more than 100 B2B SaaS/Tech companies in the past 3 years. And I see the same issues over and over again: 1. Wrong Marketing Goals Companies continue to score their Marketing or “Demand Gen” team on “leads”, MQLs, MQAs, SQLs - all metrics that do not align with Sales outcomes or actual business results. The first step to fixing this is CHANGE THE GOAL. When you change the goal from “leads” to HIRO PIPELINE (pipeline that Sales wins at > 25%) and REVENUE, immediately the mindset needs to change. Because all the things Marketing does to hit their fluffy “lead” or MQL or SQL target, no longer get them to their goal. The way companies measure the success of the Marketing and Sales by design creates misalignment. This is a problem at the executive level and that’s it - there’s nothing else to say. 2. Not respecting the difference between CREATING DEMAND and CAPTURING DEMAND When you look at these two parts of a revenue-generating system independently, what you’ll realize is that B2B companies build their entire strategy and attribution system around capturing demand. Their entire measurement system incentivizes the whole company to focus on capturing demand (aka Sales and operational support for Sales) simply because of how they measure success. Then, when you consider that Sales and SDRs are capture demand functions, companies will realize that > 95% of their commercial (marketing + sales) budget is spent on capturing demand. Smart companies are realizing they need to measure CAPTURING DEMAND and CREATING DEMAND separately. 3. No attribution strategy to effectively measure CREATING DEMAND Companies try to innovate on new revenue-generating programs like a podcast, posting content on LinkedIn, or engaging inside communities with their prospective customers, but all of these programs look like they’re failing because companies don’t measure them effectively. They bring all their demand capture mindset, metrics and tactics into demand creation programs, which is why they never work. The only way to solve this is to enhance your attribution system to also effectively measure demand creation. Smart companies are recognizing this *measurement gap* and building the appropriate infrastructure to measure demand creation to put their Marketing team in a position to succeed and deliver. --- You get what you measure. Your entire revenue strategy gets built around how you measure success. Change your mindset -> change your metrics -> get better results. #b2b #gtm #marketing #attribution #sales p.s. All I do is listen and observe what companies are struggling with, identify the patterns across a large set of companies, pinpoint exactly *WHY* it’s happening, and then present new non-obvious solutions to critical market problems. People say my ideas are “controversial” but in reality, they’re not. My ideas simply challenge the old outdated rules that B2B companies have grown comfortable with and continue to play by.