Piloting Revenue Attribution - How top-flight CMOs prove that each new marketing dollar they invest drives organic revenue growth.

Revenue-generating chief marketing officers create more shareholder wealth than any other type of CMO. 


More than brand-building CMOs. More than lead-generating CMOs. More than product-positioning CMOs.


Download our SBI Magazine Special Issue: Revenue Attribution.


What is a revenue-generating CMO?


A revenue-generating CMO is a CMO who converts the marketing budget into revenue dollars. He or she, is the primary reason their company’s revenue growth rate is higher than the revenue growth rate of their industry and their competitors. For this type of CMO, revenue growth trumps brand equity, leads generated, and product marketing.


Why do they outperform?


They understand revenue attribution. They can prove how each marketing dollar spent generates revenue. This results in the board and the CEO, giving them more marketing budget to invest. And with each new dollar invested, organic revenue growth accelerates. As organic revenue growth leads to an increase in free cash flow, and multiple expansion, employing a revenue-generating CMO is tightly correlated to exceptional shareholder wealth creation.


In this edition of SBI Magazine, we explore the importance of revenue attribution, the different types of revenue attribution, and how you may put this information to use (see “Piloting Revenue Attribution” on page 30).


Can you become a revenue-generating CMO? Hire one? Act like one?


Yes you can, and you should. The payoff is worth the effort.




To start, read this edition of SBI Magazine. It is dedicated to helping CMOs generate revenue.


Pay special attention to the feature articles. For instance, on page 44 Randall LaVeau presents a smart piece, titled “Account for the Length and Complexity of the Buying Process” which deals with the multi-touch attribution model. On page 50 Eric Bauer pens an insightful article on how to improve the relationship with sales by using the time-decay attribution model. And marketing expert Stephen Trask on page 54 discusses the first-touch attribution model and its role in determining the ROI of the marketing budget.


If you are a board member, or investor, who needs organic revenue growth to increase enterprise value, make sure you have a revenue-generating CMO running your portfolio company’s marketing department. This de-risks your investment and increases the probability of a successful exit.


If you are a CEO with aggressive revenue growth targets to make, and don’t have any time to waste, implement the ideas in this edition of SBI Magazine. This will result in your CMO converting marketing budget dollars into revenue growth dollars.


If you are a CMO struggling to prove marketing’s contribution to revenue, learn how to develop a believable revenue attribution model. This will improve your working relationship with your CEO and your board, who may not understand marketing as well as you do. The result will be more realistic expectations being placed on your shoulders.


Would you like a hand with revenue attribution to make marketing more scientific? Plan a workshop with the SBI team of marketing experts in Dallas at The Studio, SBI’s multimillion-dollar, one-of-a-kind, state-of-the art, executive briefing center. The immersive sessions accelerate your adoption of revenue attribution and put you on the right path with a solution and implementation plan. 


The Studio Executive Briefing Center

May 2017 SBI Magazine Special Issue: Revenue Attribution

How top-flight CMOs prove that each new marketing dollar they invest drives organic revenue growth.


Greg Alexander

Leads the firm's focus on the CEO’s role in accelerating revenue growth by getting the product team, the marketing department, and the sales organization into strategic alignment.

Greg is the host of The SBI Podcast, the most listened to sales and marketing podcast on the internet.


He is the host of SBI TV, a monthly television program broadcast on the internet featuring top B2B sales and marketing leader sharing their strategies to grow revenues.


Greg is the Editor-in-Chief of The SBI Magazine, the leading B2B publication focused on sales and marketing effectiveness.


He is the author of two critically acclaimed books Topgrading for Sales and Making the Number.


Greg has authored over 100 articles on SBI’s award winning blog, The SBI Blog.


He graduated from The University of Massachusetts Amherst with a BA in English and received his MBA from Georgia Tech.




Transforming the Sales Organization inside Fortune 500 Companies

Greg Alexander and John Gleason, Chief Sales Officer of Ryder, talk about the unique challenges of transforming a sales team inside of very large enterprises.


A Better Way to Structure Your Sales Force

Greg Alexander and Tony Capucille, Chief Sales Officer at Heartland Payment Systems, discuss the pros and cons of the 7 B2B sales organizational models.


Build a team of A Players Inside the Sales Organization

Greg Alexander and Todd Cione, Chief Revenue Officer at Rackspace, talk about hiring, onboarding, and developing exceptional sales talent.




Fill Every Role on Your Team with an A Player

In this article, Greg Alexander makes the case for applying the TopGrading methodology to the sales team, and outlines how to do so.


What CEOs Need to Know About Their Marketing Strategies

In this article, Greg Alexander and Rashid Skaf, CEO of AMX, discuss the role the CEO plays in crafting a company’s marketing strategy.


What CEOs are Looking for in a Sales Leader

In this article, Greg Alexander and George Norton, leader of Heidrick & Struggles Chief Sales Officer practice, discuss what CEOs need in the chief sales officer role.

Read full bio >