Somewhere along the way, sophisticated B2B marketers decided that “lead generation” belonged in the same dusty closet as trade-show fishbowls and three-ring sales binders.
Somewhere along the way, sophisticated B2B marketers decided that “lead generation” belonged in the same dusty closet as trade-show fishbowls and three-ring sales binders.
When Predictable Revenue came out in 2011, the model worked so well that software companies began reorganizing their sales teams around it.
For a long time, the Predictable Revenue model worked. Marketing generated clicks, SDRs worked large lists through standardized sequences, and AEs closed enough of them to justify the machine.
Somewhere along the way, B2B marketing got embarrassed by the word “lead.”
The pressure to generate pipeline hasn’t gone away, but the channels that used to make that job feel manageable are getting less predictable.
