Many marketers face an uncomfortable truth inside their own organizations: they’re not seen as serious contributors to revenue. Often, marketing is perceived as a support team—here to design logos, throw parties, or create brochures. But here’s the thing: that perception isn’t just unfair—it’s fixable.
I’m Steven Sondang, a Digital Marketer and Business Strategy Specialist with over 15 years of experience. I’m here to walk you through a fundamental shift—how marketing can earn its rightful place at the revenue table.
The path forward is built on a foundation of marketing measurement.
Why Marketing Measurement Matters
Let’s be clear: your CEO doesn’t care how many people opened your latest email. Your CFO isn’t concerned with your organic search rank. What do they care about?
- Revenue
- Profitability
- Growth forecasts
That means metrics like impressions, awareness, and engagement must be tied to pipeline, profit, and performance.
Marketers who can make those connections don’t just speak the language of the C-suite—they earn trust and influence.
76% of B2B marketers agree: “Tracking marketing ROI earns marketing more respect.”
Let’s explore how to do it.
How to Build a Marketing Measurement Mindset
1. Understand the Impact of Every Marketing Activity
If you can’t track ROI by channel, campaign, or initiative, you’re guessing. And guesswork is credibility poison.
Every dollar you spend should be an investment—not a gamble. Know what’s working, what’s not, and why.
2. Forecast Outcomes, Not Just Spend
Marketing can no longer operate in the rearview mirror. It’s not enough to report what happened. You must also forecast:
- How many leads you’ll generate
- How many deals will close
- What revenue will follow
When marketers start talking about future revenue, the conversation shifts from cost to opportunity.
3. Frame Budgets as Investments
You can’t secure funding if you don’t justify it. Develop financial models that show:
- Cost per lead or cost per opportunity
- Expected revenue by campaign or quarter
- Time-to-return on marketing initiatives
Executives respect investment planning—not expense reporting.
Why Metrics Must Evolve
Modern buyers don’t engage the way they used to. Today, customers do their own research, explore content independently, and avoid sales calls until the very end.
This shift gives marketing more control over the buying journey’s early stages.
That means marketing must:
- Own early-stage engagement
- Score and nurture leads
- Connect engagement to revenue outcomes
And to do that well, marketing must become accountable.
The 5 Stages of Marketing Accountability
Marketing teams typically evolve through the following levels:
Stage 1: Denial
“Marketing is an art, not a science. It can’t be measured.”
This mindset keeps marketing isolated and undervalued. It limits alignment with business goals.
Stage 2: Fear
“What if my campaigns don’t impact revenue? What if I get exposed?”
Accountability is intimidating. But fear of results doesn’t erase reality—it only erodes credibility.
Stage 3: Confusion
“I know I should measure, but I don’t know how.”
Marketers may track cost-per-lead or engagement—but don’t connect them to revenue. This stage needs upskilling and system alignment.
Stage 4: Self-Promotion
“Look at all my charts!”
Here, marketers measure everything easily, but they miss what matters. Vanity metrics dominate. Revenue stays out of reach.
Stage 5: Responsibility
“Revenue starts with marketing.”
This is the destination. Marketing becomes a strategic growth driver, backed by data, empowered by insight, and respected by leadership.
Summary: Be the Team That Drives Revenue
Marketing earns a seat at the revenue table when it:
- Measures what matters
- Forecasts with confidence
- Connects activity to outcomes
- Embraces accountability
Getting to this level takes discipline, systems, and mindset shifts. But the reward? Respect, influence, and impact.
At the end of the day, if you can’t measure it, don’t claim it. That’s how marketing earns credibility—and keeps it.
About The Author
