Marketing Sherpa released this chart today about the processes B2B marketers are using to manage prospects across their buying cycles. Let's take a look at why a few priorities need to shift: Collaborate with Sales to define sales-ready leads. In essence, one of marketing's most important jobs is to generate and qualify leads worthy of sales pursuit. Nada, zilch.

One of the beautiful things about digital B2B marketing is the ability to attribute behavior and engagement for prospects across a variety of channels that may be included in our marketing mix. Where things get a bit sticky is determining how attribution figures into revenue generation. The mandate for B2B marketers today is to prove that their online marketing programs are contributing to downstream revenues. For a simple transactional sale, this may be easier as sales cycles are shorter and less clicks are usually required. This is a great example to start with. Webinars.