ELIZABETH ROOM

Learn how to connect your marketing to revenue and leave knowing exactly how to prove it

Most B2B marketing teams can’t connect their work to revenue. Not because they’re not doing good or even great marketing, but because the infrastructure underneath isn’t built for it. Tech stacks don’t talk to each other, departments operate in silos, and the only things being measured are MQLs at the top of the funnel and closed-won deals at the bottom. Everything in the middle—the influence, the journey, the commercial impact—is a black hole. You’ve not operationalized your marketing efforts…yet.

In this facilitated peer session, Michelle McCann, Revenue Attribution and Commercial Marketing Expert, will introduce The Revenue Trail—a five step sequence for connecting marketing to revenue, starting from wherever you are now. Drawing on 25+ year of experience transforming marketing in subscription, enterprise, and PE-backed B2B businesses, Michelle will help the group diagnose where their organisations currently sit, what’s broken, and what to fix first. Along the way, participants will discover that the diagnostic itself becomes the business case—because when you map what’s connected and what isn’t, the gaps make the argument for investment.

This isn’t a lecture. It’s a focused conversation where you’ll hear how peers are tackling the same infrastructure challenges, share what’s working and what isn’t, and leave with a clear view of your next step. Whether you’re starting from scratch or halfway there, you’ll leave knowing exactly what to do when you return to work. And you’ll be able to use the map to demonstrate exactly where you are and where you need to get to. 

You'll learn:
•    How to audit your current marketing measurement infrastructure and identify what’s broken or missing
•    The five-step sequence for connecting marketing to revenue, starting from wherever you are now
•    What to fix first, and how the audit trail becomes your business case for investment
•    How peers in similar roles are solving the same infrastructure and attribution challenges 

How to attend:
This is a small group session limited to 15. Places will be available to book for registered delegates a week out from the event.

Who should attend?:
This is ideal for both marketing managers and leaders, looking for ways to collaborate with their peers on key marketing pain points.

Track:
Problem Solving Circles