I’ve Seen the Future of Marketing and It’s Full-Funnel
APRIL 28, 2020
Marketing earned its seat at the executive table by partnering directly with sales and signing up to own a number. 15 years ago, with the birth of marketing automation, it was all about leads. Then, with the shift to marketing as a revenue-driver, it was opportunities, then pipeline. Those are all variations of the same theme: owning the top of the funnel. The world is changing again, and rapidly. CEOs are now looking to CMOs in a whole new way.