EP140: Why Marketing Needs to Be Accountable for Revenue

In this episode of the GrowthTLDR, we're back with another Swipefile on why marketing should be accountable for revenue.

We discuss how marketing goals are separated into the things you can and can't measure. We cover the most common business models in B2B and the ownership of go-to-market metrics across different teams.

We then get into how marketing can be held accountable for revenue in all these models, and how they can use that to build a forecast model to identify areas to invest in for growth.