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Jenna
Carter
Demand Generation Manager, Partners
Customer.io
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03 November 2025 16:30 - 17:00
Fireside chat - Marketing’s impact on revenue: Aligning metrics, sales, and customer growth
In B2B marketing, measuring success goes beyond tracking metrics—it’s about proving causality between campaigns and revenue drivers. With budgets under scrutiny, marketing leaders must demonstrate not just correlation but a direct impact on the bottom line. How do you effectively link marketing activities to revenue outcomes while balancing short-term performance metrics and long-term ROI? In today’s B2B landscape, marketing must do more than generate pipeline—it must demonstrate real revenue impact. But success doesn’t happen in isolation. Cross-functional collaboration between marketing, sales, and customer success is essential for balancing short-term results with long-term growth. This discussion will focus on: - The art and science of proving marketing’s revenue impact - How customer marketing bridges the gap between net-new acquisition and expansion - The evolving relationship between sales and marketing—tensions, synergies, and best practices Drawing on cutting-edge attribution models, data analytics, and real-world examples, this session will empower marketers to prove their impact with confidence.