As revenue marketers, you’re tasked with driving growth and maximizing revenue (among many other things).
To achieve this, you need a specific set of skills, skills that are tough to pin down when the needs of consumers are constantly changing and tech is developing monumentally.
Luckily, we’ve got the impressive knowledge of our 2024 Ones to Watch to help you with the essential skills of revenue marketers and the key things you need to focus on in 2024!
Let these expert insights help you gain the know-how needed to craft impactful marketing strategies, stay ahead of emerging trends, foster innovation, and effectively drive revenue growth.
Let’s get into it!
Britta Agel, Director of Global Revenue and Product Marketing at Spryker
#1
Britta Agel
Director of Global Revenue and Product Marketing at Spryker
With a journey spanning over a decade, Britta Agel has been fortunate to traverse the intricate landscape of B2B marketing and digital commerce. With her master's degree in International Business, Britta focused early on marketing as her career path.
What skill sets do you see as essential for revenue marketing?
Being able to work efficiently with artificial intelligence (AI) is crucial for 2024 and beyond. As marketers, we should embrace AI as a possibility to have a sparring partner for our activities as well as save time for repetitive tasks.
Revenue marketers need to be data-driven, analytical, and able to understand the full picture of go-to-market (GTM) motions. Other crucial skills are empathy and being able to work in a team because revenue marketing is highly cross-functional.
What do you think revenue marketers need to be focusing on in 2024?
Although this trend has been developing already for some years, the transformation to a B2B buyer who wants to limit their contact with sales is crucial for go-to-market teams to understand (according to Gartner and Forrester 75% of B2B buyers* prefer to buy online without interacting with a salesperson).
"The anonymous buyer" needs more relevant information to explore on their own terms in their own time, which has an impact on our tools, content, and gating concepts. Personalized demos become more important.
For some companies, it also means transparent pricing. Further, it means that information needs to be shared easily within the account's buying group which has the ultimate decision buyer. Start tracking account engagement instead of single contacts.
*N.B. Information was correct at the time of publication.
Steve Armenti, VP of Revenue Marketing at DigitalOcean
#2
Steve Armenti
VP of Revenue Marketing at DigitalOcean
Steve has held several demand and growth leadership positions and has had the privilege to build and lead some of the best teams ever. His journey with startups taught him how to hustle. He was lucky enough to work with clients like HP, Samsung, IBM, and Verizon to improve their inbound acquisition strategies, where he learned the importance of customer success and how important NPS scores and retention rates are.
What skill sets do you see as essential for revenue marketing?
The most critical skill set right now is revenue marketers who can collect, organize, and make sense of data to inform strategic decisions.
What do you think revenue marketers need to be focusing on in 2024?
Three things. Becoming the most knowledgeable person in the room about your ideal customer profile (ICP). Using data to identify waste in your programs, and remove it. Prepare a world of GenAI demand marketing.
Jason Brisbane, Fractional CMO at yorCMO
#3
Jason Brisbane
Fractional CMO at yorCMO
Jason Brisbane is a dedicated and results-oriented Product Marketing Leader with a proven track record in driving brand awareness, customer engagement, and revenue growth. His expertise lies in crafting and executing comprehensive marketing strategies, leveraging data-driven insights to optimize campaigns and initiatives for tangible business impact.
What skill sets do you see as essential for revenue marketing?
Here are my top three:
First, the ability to understand data to make informed decisions given that revenue marketing is a data-driven approach to drive revenue. This is the starting point for successful revenue marketing.
Second, a deep understanding of your buyer personas – The understanding will come from customer data and conversations that you’re having via interviews, field marketing activities, etc.
That leads to my third essential skill set. Proficiency in content creation and strategy, having the ability to create engaging content that speaks to your buyer personas’ needs.
What do you think revenue marketers need to be focusing on in 2024?
Technology, technology, technology – how to best utilize technologies like AI and automation tools to better understand your customers and deliver what I call “agile strategy” the process of making data-driven decisions as needed.
Technology can enable you to create a “control center.” On-demand insights of what’s working or not working and adjust accordingly.
Charley Gale
Jessica Brown, VP of Marketing at Builder Prime
#4
Jessica Brown
VP of Marketing at Builder Prime
Jessica is a demand generation expert and leader dedicated to increasing revenue for global B2B SaaS organizations ranging from seed to series D stages by 100% - 200% year over year.
She has built and led integrated marketing teams partnering across the GTM function to exceed targets. She enjoys driving scalable and efficient growth while reducing cost per lead and cost per opportunity through a multi-channel approach.
What skill sets do you see as essential for revenue marketing?
For successful revenue marketing, three key skills are paramount: Thorough ICP, the agile launch of targeted programs for rapid iteration and learning, and seamless GTM alignment and collaboration.
Britta Agel
What do you think revenue marketers need to be focusing on in 2024?
Working with the entire GTM team to help create qualified opportunities, faster. There is no better way to do this than helping sales set meetings with qualified leads, that is why it’s advantageous for the sales development teams to roll up under marketing.
Furthermore, you can set up processes for coordinated outreach such as a messaging council and lead spectrum and workflow.
These efforts provide a structured approach to outreach communication based on priority, ensuring the right message is delivered to the right people at the right time with buy-in across the GTM function.
Aviv Canaani, VP of Marketing and Sales at Datarails
#5
Aviv Canaani
VP of Marketing and Sales at Datarails
Aviv Canaani is a marketing professional and go-to-market leader currently serving as the VP of Marketing and Sales at Datarails, a series B startup that raised $100M. Aviv also teaches a top-rated course on Startup Marketing at Reichman University. He is an author and speaker, covering topics such as B2B marketing, startups, storytelling, creativity, GTM strategies, and even propaganda.
What skill sets do you see as essential for revenue marketing?
A successful revenue marketer needs to be both creative and analytical, with the latter being fundamental and the former serving as a key differentiator.
What do you think revenue marketers need to be focusing on in 2024?
Revenue marketers should emphasize leveraging AI and offshore talent for increased efficiency while recognizing that creativity and out-of-the-box thinking are essential to moving the needle.
Sajag Chikarsal, VP of Marketing at Celona
#6
Sajag Chikarsal
VP of Marketing at Celona
Sajag is a marketing leader with over 17 years of experience in the technology industry. He has a proven track record of building and leading high-performing teams at companies such as McAfee, Zscaler, and Google.
What skill sets do you see as essential for revenue marketing?
At the heart of it, revenue marketing leaders should strive to build a seamless roadmap of how customers interact with your company – from initial research to discovery, to purchase and retention – and remove any frictions along the way.
To do this, they need to be able to proactively identify, acknowledge, and communicate problems, gaps, or opportunities, and lead from the front to develop solutions with the rest of the leadership team to execute, and track results. Relationship management and change management skills are also becoming critical as revenue marketing is a constantly evolving field.
Here are my top five revenue marketing skills – proactive problem identification, strategic solution development and decision making, leadership and execution, change management and communication, performance tracking and adaptation.
What do you think revenue marketers need to be focusing on in 2024?
There’s so much to do in revenue marketing and it's easy to get overwhelmed. Revenue marketers should prioritize several key areas to navigate the complexities.
Firstly, streamlining the customer journey is crucial for a seamless experience, enhancing customer satisfaction and loyalty.
Additionally, optimizing the use of marketing budgets is essential; this involves analyzing your previous years’ conversion metrics, setting ambitious yet realistic goals for the coming year, and ensuring every dollar spent drives maximum efficiency.
A significant focus should also be on customer expansion and churn management, recognizing that expanding existing customer relationships will increasingly become a primary source of new business.
Furthermore, developing a tailored AI strategy for your marketing organization will be imperative, leveraging technology to gain insights and enhance marketing effectiveness.
Finally, embracing meaningful metrics that reveal business health patterns is vital. These should include sales efficiency, sales cycle length, Customer Acquisition Cost (CAC), Average Selling Price (ASP), and metrics related to customer engagement and opportunity costs.
By focusing on these areas, revenue marketers can drive growth and sustainably contribute to their organization's success.
Annie Furlong, VP of Engagement (B2C) Marketing at Carrum Health
#7
Annie Furlong
VP of Engagement (B2C) Marketing at Carrum Health
Annie Furlong is VP of Engagement (B2C) Marketing at Carrum Health. Annie brings 15+ years of experience as a B2C, B2B2C, and B2B marketer and people manager to health tech and employer benefits markets.
What skill sets do you see as essential for revenue marketing?
It’s important for individuals to adopt and maintain a growth mindset. This can manifest in multiple ways – from testing and iterating within campaigns and landing pages to tweaking copy and changing your approach to language and how you’re speaking to your target audience.
While there are AI tools and others out there, being able to write well and have a critical eye and attention to detail are foundational skill sets. Increasingly, though, I’d also add having some sort of analytical skills to be able to measure the performance of campaigns and tests, while also thinking about what questions you’re trying to address and answer through data to help make decisions and move forward.
đź’ˇ How do you define revenue marketing?
đź’ˇ What keeps you motivated in your role?
đź’ˇ What advice would you give to those just starting on their revenue marketing journey?
💡 What’s your greatest revenue marketing achievement?
And more!
What do you think revenue marketers need to be focusing on in 2024?
Content is king for a reason. Revenue marketers need to focus on better speaking to their target audiences and personas. While personalization is important, knowing truly “what’s in it for them” and understanding the root causes for why someone might seek your business and those pain points are critical to garnering attention.
Additionally, marketing often is one of THE most cross-functional departments in any organization. Revenue marketers must understand that and seek to connect the dots and understand how one initiative can be leveraged by others and applied elsewhere to make the most out of every effort.
Islam Gouda, GA/RA Supervisor at the Center for Hispanic Marketing Communications of Florida State University
#8
Islam Gouda
GA/RA Supervisor at the Center for Hispanic Marketing Communications of Florida State University
Islam has a marketing-focused business experience with a strong analytical ability to use available market data for strategic marketing, business development, and product development purposes along with the identification of new business opportunities and measurement of ROI.
What skill sets do you see as essential for revenue marketing?
Essential skill sets for revenue marketing encompass a mix of analytical abilities, marketing technology proficiency, strong communication, data-driven decision-making, understanding customer behavior, strategic thinking, and a deep understanding of the sales funnel.
What do you think revenue marketers need to be focusing on in 2024?
In 2024, revenue marketers should focus on personalization at scale, leveraging advanced AI and machine learning tools to deliver highly tailored experiences to individual customers.
Additionally, a continued emphasis on omnichannel marketing strategies, customer journey optimization, and deeper integration of marketing and sales functions will be crucial.
Islam Gouda
Heather Hurd, Senior Director for the Global Content Studio at FIS
#9
Heather Hurd
Senior Director for the Global Content Studio at FIS
Heather Hurd is an inclusive senior marketing leader with more than a decade of experience in both agency and in-house marketing. Skilled at enhancing the content marketing process from start to finish, she leads dedicated, loyal, and passionate teams as the Senior Director for the Global Content Studio at FIS.
What skill sets do you see as essential for revenue marketing?
For me, creativity is the number one skill revenue marketers will need, but it’s not the traditional idea of creativity. It’s about being flexible, creative thinkers who aren’t afraid to take risks and fail fast.
To support that next-level creativity, revenue marketers should also be focused on developing research skills, active listening skills, data analysis, and better communication approaches with not just customers, but also internal team members and company leaders.
Familiarity with sales practices and basic project management are great supplemental skills as well.
Hannah Wesson
What do you think revenue marketers need to be focusing on in 2024?
This is going to be a big year for marketing, and it’s going to require all of us to really think harder about the stories we’re telling and how we’re telling them. AI is obviously going to play a big role here, and we’ll be defining what that means for revenue marketing.
Successful revenue marketers should be moving away from old-school personalization tactics in favor of really engaging customer experiences that are truly personalized not only to the organization’s brand identity but to where customers see themselves in the story.
We’ll also need to balance privacy and compliance concerns as rules around everything from cookies to opt-ins are shifting around the world.
Sandeep John, Director of Marketing at Prismforce
#10
Sandeep John
Director of Marketing at Prismforce
As Director of Marketing at Prismforce, Sandeep's job is to develop awesome plans to drive company growth and promote the brand as the best in the industry.
With decades of experience leading high-performing teams across various marketing functions, he has honed his skills in field marketing, SDR, campaigns, and regional marketing for companies like Outplay, Freshworks, and Datatracks. One of Sandeep's standout talents is simplifying complex concepts and motivating teams to collaborate effectively.
What skill sets do you see as essential for revenue marketing?
From my experience, there are five key skill sets essential for effective revenue marketing:
- Data analysis: The ability to leverage data to deeply understand buyer personas, identify trends and opportunities, attribute metrics to campaigns, and optimize activities for revenue growth. Strong analytical skills are critical.
- Content and messaging: Developing targeted content across formats and tailoring messaging that resonates with each stage of the buyer's journey. Takes creativity and audience insight.
- Marketing automation: Expertise in building automated nurture campaigns, configuring CRM (customer relationship management) and marketing automation platforms, and leveraging insights to personalize engagement. Keeps processes scalable.
- Testing and optimization: A test and learn mindset to run A/B tests, analyze performance, and continuously optimize campaigns and experiences. Quickly improves results.
- Cross-collaboration: Working across marketing, sales, and customer success teams to align processes to buyer journeys. Enables cohesion across the revenue engine.
Beyond these core competencies, creativity, strategic thinking, and execution are key.
What do you think revenue marketers need to be focusing on in 2024?
Based on current trends, there are three key areas I see revenue marketers needing to focus on:
- Subscription intelligence: With recurring revenue models, there needs to be deeper intelligence mapped to the entire customer journey to reduce churn and increase expansion revenue. Understanding usage data and signals will be crucial to proactively engaging at-risk customers and upselling others.
- Video and interactive content: Short-form video and interactive content that quickly communicates value will be key to grabbing buyer attention in crowded digital spaces. Need to refine content strategies for education and engagement.
- Account-based strategies: Targeting high-value accounts with coordinated cross-channel campaigns tailored to buying committees will accelerate pipeline. CRM data and modeling help focus account-based marketing (ABM) efforts for efficient growth.
Additionally, aligning campaigns to customer lifecycle stages, doubling down on referrals through customer marketing, and continually optimizing the martech stack will drive better results.
As buying patterns evolve quickly, being nimble to test and scale what works is more important than ever.
Nick Mamouzellos, Director of Demand Generation EMEA at LRN
#11
Nick Mamouzellos
Director of Demand Generation EMEA at LRN
Nick is an award-winning, B2B marketing leader with 10+ years of experience. He currently leads the EMEA demand generation at LRN, the global leader in ethics and compliance solutions, with the goal of maximizing pipeline growth.
What skill sets do you see as essential for revenue marketing?
A revenue marketer needs to wear a lot of hats and juggle multiple initiatives. Being analytical, creative, and open-minded is key, as well as the ability to collaborate with the sales, customer success, product, and other teams to get to where you need to be.
Britta Agel
At LRN, we call this "leveraging the power of nine," where nine refers to people or teams that all need to work together to achieve business results. But most importantly, determination and obsession with hitting your revenue target is (and should be) the number one skill because it dictates the rest.
What do you think revenue marketers need to be focusing on in 2024?
Three things:
1) Being passionate and obsessed with hitting your revenue target (many marketers still lack this/believe producing revenue isn’t their responsibility),
2) Doing number one will make you best friends with sales which will help you build alignment which is vital in achieving revenue goals, and
3) Focus on understanding your ICP and build campaigns that "speak" to them in order to drive revenue.
Jason Mashak, Senior Manager of Analyst and Public Relations at Runecast
#12
Jason Mashak
Senior Manager of Analyst and Public Relations at Runecast
Jason is a Senior Manager at Runecast, responsible for analyst relations, public relations, and brand communications QA. Before Runecast, he helped to grow Avira and Avast into globally recognized leaders in the security industry.
What skill sets do you see as essential for revenue marketing?
The most valuable skill sets that I see are having the ability to manage chaos, master adaptation, and facilitate ever-more-meaningful conversations – internally, upwardly, across teams, and of course laterally to partners and externally to customers, prospects, influencers, and the larger community.
That’s not something that AI can do, but it’s something that can be assisted by AI. Think of ChatGPT as your digital junior-level assistant to bounce ideas off of.
What do you think revenue marketers need to be focusing on in 2024?
Already from 2020-2023, the focus should have been shifting from the heaviest emphasis on new customer acquisition toward a much more balanced additional emphasis on customer experience, retention, upsell and cross-sell revenue, and net revenue retention (NRR).
As it’s way more cost-effective to keep a customer than to gain a new one, revenue marketing metrics should tilt heavily in this direction as well.
Charlotte Morris, Global Senior Director of Regional Marketing at HiBob
#13
Charlotte Morris
Global Senior Director of Regional Marketing at HiBob
Charlotte Morris is the Global Senior Director of Regional Marketing at HiBob. HiBob is at the forefront of HR innovation, transforming the way organizations operate in the modern world of work with its award-winning HCM “Bob.” Companies using Bob can accelerate hiring, retain the best talent, upskill staff, and elevate employee experience.
What skill sets do you see as essential for revenue marketing?
- Adaptability: This is a fast-moving, ever-evolving vertical. You need to be on top of the trends, data, and new information becoming available to you – and use it to your advantage. And fast.
- Communication: Principally, sales alignment. A strong ability to collaborate closely with sales teams to ensure marketing efforts support revenue goals.
- Collaboration: I’m a firm believer in 1+1=3. We’re better together and your results will prove it. If you’re not strong on analysis, find someone to work with who is. Leverage your peer strengths and put your ego aside.
What do you think revenue marketers need to be focusing on in 2024?
With a plethora of choices, personalization, and great targeting to tailor messaging, channels, and strategies to individual prospect preferences will dial up this year.
Also, making AI work for you. Be that a few prompts to get you going or overhauling your entire marketing tech stack to automate tasks. There’s something for everyone, big or small.
Lee Oakley, Growth Marketing Manager at MRI Software
#14
Lee Oakley
Growth Marketing Manager at MRI Software
Lee Oakley is a growth marketer and is customer-centric to the core. With over 15 years in marketing, she brings extensive experience, particularly in the APAC real estate industry. She aims to transform the consumer experience across all touchpoints, crafting meaningful moments that people love to talk about.
What skill sets do you see as essential for revenue marketing?
I would say your stakeholder management is crucial, being able to create and coordinate cross-functional teams throughout the entire organization – bringing together people from sales, marketing, customer support, product, and finance to name a few.
It's about forming these strategic teams that seamlessly collaborate to push us towards those business targets together. Plus, a knack for making a decent cup of coffee doesn't hurt either!
What do you think revenue marketers need to be focusing on in 2024?
I think they need to focus on bringing your marketing and sales efforts more in sync. I see time and time again, marketing dedicating time and money into campaign A, whilst sales promote their own agenda, confusing your potential customers and clients.
By aligning all your initiatives together, you will see greater benefits, not only in revenue but also in decreased conversion times. I also think marketers need to focus more on their attrition rates. It’s cheaper to hold on to your customers than replace them!
Keith Povey, Director of Revenue Marketing at Panaseer
#15
Keith Povey
Director of Revenue Marketing at Panaseer
Keith Povey is an experienced marketer with a checkered past… Checkered in the sense that he has worked in a mix of the agency world for six to seven years and also on the client side for 13 years – having the chance to work for and with the likes of IBM, Verizon, Sony, Optiv, Feefo, Cisco and SAP.
What skill sets do you see as essential for revenue marketing?
You need to be able to bridge between the creative, the data, the outputs, the sales team, and the closing of the opportunities into business revenues.
What do you think revenue marketers need to be focusing on in 2024?
Efficiency and targeting, we have less room for wastage than ever before – the pressure on us will be to be accurate and effective with what we do (and what we spend).
Sam Shrager, Executive Director of Marketing and Communications at BCB Group
#16
Sam Shrager
Executive Director of Marketing and Communications at BCB Group
Sam Shrager is the Executive Director of Marketing and Communications at BCB Group, a global leading crypto-dedicated payment services provider, where she leads the strategy and execution for all communications and is responsible for global B2B marketing and PR.
What skill sets do you see as essential for revenue marketing?
Revenue marketers need a blend of technical, strategic, and interpersonal skills to be successful and should also be adaptable, curious, and passionate about driving business growth through marketing and sales collaboration.
What do you think revenue marketers need to be focusing on in 2024?
Continuous learning: Staying up-to-date on the latest marketing trends, technologies, and best practices. Attending industry events, reading relevant publications, and networking with other marketers to gain new insights and perspectives.
Lauren Wallett, Founder of Creatrix SaaS
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#17
Lauren Wallett
Founder of Creatrix SaaS
South African-born, Lauren Wallett is a serial entrepreneur and creative strategist. She’s the founder of Creatrix SaaS. Her alternative business school: Create Business Academy offers DIY training for social media marketers and her marketing agency, Malva Media provides a turn-key solution to content marketing that builds community, increases audience engagement, and increases pre-sales pipelines.
What skill sets do you see as essential for revenue marketing?
Creativity, content creation, copywriting, video skills, integrated systems for pipelines, and technical abilities.
What do you think revenue marketers need to be focusing on in 2024?
Content audits so that they’re basing their messaging and positioning on audience sentiment and emotional resonance instead of the outdated precedent of branding.
Dan Jackson Whiteside, International Marketing Director at EZRA
#18
Dan Jackson Whiteside
International Marketing Director at EZRA
Dan Jackson-Whiteside is an accomplished marketing professional with extensive experience building brands, driving commercial growth, and aligning marketing with sales. He has worked for several prestigious people consultancy organizations, including MindGym, EY, and Lane4.
What skill sets do you see as essential for revenue marketing?
Being able to walk the line between human and data marketing.
Revenue marketers are usually the “numbers” team – gathering and evaluating data to ascertain how their sales and marketing strategies are affecting revenue.
They’ll have commercial acumen and the ability to build plans on key insight and data science – which leads are likely to deliver more revenue, which channel tactics convert higher value/LTV (lifetime value) customers, which leads to nurture for future conversion; and more.
But revenue marketers often forget the human behind the data. Part of being human is to make decisions influenced by emotions and then rationalize these decisions after the fact.
Revenue marketers need to speak to customers, tune into their emotions, and create compelling messaging, content, and campaigns that will make potential customers stand up and pay attention in a competitive landscape.
What do you think revenue marketers need to be focusing on in 2024?
Making sales and marketing work together.
Often, revenue marketers pass “qualified” leads to sales teams and disappear. Sales will do their follow-ups, but to their annoyance, most of the leads aren’t even qualified. And then the divide happens.
Marketing thinks sales aren’t working the leads hard enough, sales think marketing is hoodwinking them with crappy leads. Before you know it, the trust is gone, your hard-earned leads aren’t being followed up, and you’re left picking up the pieces.
Revenue marketers need to focus on building a strategic framework that helps them find their “best fit” prospects/leads for sales follow-up. Then set out an agreement with sales on unified goals, shared definitions of leads, and an SLA, to keep both teams accountable and on track.
This is where regular meetings with sales come in too – you must be collaborative even if the meeting brings up some harsh truths or difficult conversations. Don’t shy away!
There you have it!
A huge thank you to our 2024 Ones to Watch for sharing their revenue marketing knowledge, advice, and predictions.
And readers, we hope you've found this to be insightful and inspiring as you aim to transform marketing at your organization from a cost center to a profit driver!
Want to get even more insights?
Download the full Ones to Watch report to discover the answers to these key questions:
- How do you define revenue marketing?
- What advice would you give to those just starting on their revenue marketing journey?
- What keeps you motivated in your role?
- What’s your greatest revenue marketing achievement?
- Do you think more companies will be adopting revenue marketing practices in 2024?
Get your free copy here. 👇
