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.