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RV 113 - Shifting Trends and Metrics in Revenue Growth Strategies

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Revenue Generation Strategies and the Importance of Primary Customer Research

This chapter explores the effectiveness of revenue generation strategies and the role of primary customer research in driving a go-to-market strategy. It discusses the challenges of tracking and attributing revenue to specific keywords and campaigns, the limitations of current attribution models, and the need to consider all revenue channels. The chapter also emphasizes the shift towards buyer-centric strategies and the flaws of analyzing ROI by department.

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