Here’s a short 4.5 minute video with the highlights from a virtual keynote I gave at the FullFunnel Summit 2025, where I unpacked why our current marketing model isn't working, and what marketers can do about it.

WHY ISN'T REVENUE MARKETING WORKING?

The first problem: we treated marketing like a gumball machine. Put a quarter in, get an MQL out. But marketing doesn't work that way.

Marketing is a complex, non-linear process with multiple decision makers, extended cycles, and invisible research we can't track. There's no way to do attribution and say "this deal happened because I did this one thing." That's like saying a hurricane happened because of one bird flapping its wings.

The second problem: the tragedy of the commons. Marketers use and abuse any tactic until it becomes ineffective.

The third problem: we're pipeline-obsessed hamsters on a quarterly wheel. Doing what's right for customers takes time. When we focus on short-term results, we harm customer relationships and hurt our long-term metrics. 

WHAT TRUE REVENUE MARKETING LOOKS LIKE

True revenue marketing shapes buyer perceptions so when they're ready to buy, you're the first one they contact.

  • It's positioning so compelling that competition's an afterthought.

  • It's winning deals without discounting.

  • It's customers who renew because they want to continue being associated with you.

The most successful CMOs aren't obsessing over email open rates or MQL volumes. They're:

  1. Constantly deepening their understanding of the market through customer conversations

  2. Crafting clear positioning that makes their brand stand for something meaningful

  3. Building authentic relationships and vibrant communities that create value beyond transactions

THE NEW PLAYBOOK

We're in a new era. Most buyers aren't in market at any given point and research anonymously. We need to build visibility and trust long before they contact sales.

We need to focus on things AI can't summarize — experiences and relationships.

We need to move from leads to accounts and buying groups because that's how people buy.

And as we enter the age of AI, people will expect their B2B experiences to be as relevant and engaging as their Instagram. We need to embrace AI to make that happen.

You can see the full video of the presentation, as well as all the Full-Funnel presentations, here: Full-Funnel Summit 2025 Recordings.

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