Hugh Macfarlane, Founder & CEO of, writes…

In B2B marketing it pays to have a plan. The problem is that often companies recycle ineffective plans based on traditional B2B marketing, rather than revenue marketing. A successful transition from one way of doing things to another depends on having the right information to guide you. Even better, if you can follow a proven, well-worn path, you will get to the main road a lot faster than you would alone. If one path is growing revenue and the other isn’t, you need to know which one is which, and why. So does your company have a Revenue Playbook?

Jeff Pedowitz – President and CEO, The Pedowitz Group, has implemented over 700marketing automation implementations. So he has a clear understanding about which roads lead to nowhere, and more importantly, which roads lead to revenue growth. And he will be sharing his wisdom at DemandCon next week. At the core of his presentation will be a Revenue Playbook, “an essential guideline that takes the marketer on the journey from traditional marketing to revenue marketing.” The key thing here is that a Revenue Playbook contains plays, winning strategies and relevant metrics that work in B2B marketing. And as a firm believer in process-driven results, it will be interesting to see how the Revenue Playbook adds value to the Funnel Plan Training Workshop Chuck Besondy and I will be presenting on day three of DemandCon.

In our B2B Marketing Training Workshop, we will lead you through the process of building an end-to-end sales and marketing plan that helps you select tactics for every stage in the buyer’s journey, and to task each tactic with a clear and measurable role.

Haven’t yet registered for the B2B Marketing Training Workshop? You can do so (and get a 15% discount!) by scrolling to the bottom of our DemandCon event information page.