Rethinking Marketing’s Role – From Pipeline Generator to Strategic Business Driver

Marketing has a reputation problem. For years, it’s been boxed in as the pipeline generator – the department that cranks out leads and feeds the sales machine. But in complex B2B sales cycles, this role is not only limiting, it’s downright misleading.

Today’s top B2B companies are rethinking marketing’s purpose. They’re shifting from a narrow, lead-centric focus to a more strategic, business-driving function. Here’s how marketing can transform from a reactive pipeline generator to a strategic growth driver – and why it’s time to rewrite the narrative.

Breaking the Pipeline Illusion: Why Marketing Can’t Be Measured Solely on Revenue

Let’s get one thing straight – marketing isn’t sales. Yet, in many B2B companies, marketing is held accountable for revenue numbers it can’t directly control. This sets marketing up to fail, creating friction between marketing and sales and fostering a culture of blame instead of alignment.

Forrester’s 2024 report highlights that most B2B marketing leaders don’t trust the very metrics they’re being measured by. Why? Because attributing revenue to marketing alone ignores the complex, multi-stakeholder buying journey that defines B2B SaaS.

Think about it: A lead may have encountered your brand through a webinar, a whitepaper, a podcast, and multiple LinkedIn posts before even talking to sales. Pinning that entire journey to one “marketing-sourced” deal is inaccurate at best and counterproductive at worst.

Marketing is a perception builder, a trust architect, a narrative shaper. It’s not a closing function – it’s the ignition system that sparks momentum long before the deal is signed.

Takeaway: Instead of measuring marketing solely on pipeline numbers, shift the focus to metrics that reflect influence – content engagement, brand perception, and intent signals. When marketing is measured by its ability to shape buyer perception and build trust, it can focus on long-term growth rather than chasing short-term revenue spikes.

Measure Signals, Not Just Leads: The Shift from MQLs to Intent Signals

The obsession with MQLs is dying, and for good reason. According to Forrester, less than 1% of MQLs ever convert to closed deals. That’s a sobering stat for anyone still clinging to lead volume as a primary KPI.

Why the low conversion rate? Because the MQL model assumes that all leads are created equal - but they’re not. A webinar registrant who downloaded a whitepaper six months ago is not necessarily a qualified buyer. Intent signals, however, reveal who’s actively engaging with content that indicates a readiness to buy.

Forrester reports that over 85% of companies using intent data see higher response rates and more targeted sales outreach.

Takeaway: MQLs are a relic of a simpler sales era. In today’s B2B landscape, intent data is the more reliable compass for identifying real buying interest. Marketers should track content engagement, website visits, and buying-group activity to identify the true buying signals that matter.

Marketing as a Business Strategist: Driving Long-Term Growth, Not Just Campaigns

Marketing isn’t the “colouring in department”, it’s a strategic business driver. Companies that elevate marketing to the core of their growth strategy outperform their competitors by 5% annually, according to Harvard Business Review.

When marketing is treated as a strategic partner, it gains influence over more than just campaigns. It becomes a critical voice in product development, customer experience, and pricing strategy. Imagine marketing collaborating with product teams to refine messaging that addresses customer pain points or working with sales to craft a value proposition that resonates with C-suite decision-makers.

Takeaway: Marketing should be a strategic partner, not a tactical service. The more marketing is involved in strategic decisions, the more value it can deliver, driving consistent, long-term growth rather than one-off campaign wins.

Shared Metrics & Incentives: Aligning Marketing, Sales, and Customer Success

Misalignment between marketing, sales, and customer success is a recipe for friction and missed revenue. When these teams operate in silos, it’s easy to fall into the age-old marketing vs sales blame game: Marketing blames sales for not following up on leads; sales blames marketing for poor lead quality; customer success is left out of the loop entirely.

Forrester’s 2025 report recommends a unified KPI framework where all three departments share metrics like customer lifetime value, retention rates, and customer satisfaction.

Takeaway: Shared metrics align teams, reduce friction, and position marketing as a critical component of the revenue engine, not a scapegoat. The goal is to create a seamless customer journey where each department is working toward the same outcome: long-term revenue growth.

Brand as a Growth Lever: The Long-Term Value of Brand Equity

During economic uncertainty, brand investment is often the first to get slashed – but that’s a costly mistake. Sure, the next reference may be old (2013), but we’re including it for precisely that reason.

McKinsey found that strong B2B brands outperform their competitors by 20% in revenue growth and profitability. The same is just as true today as it was 12 years ago.

A brand isn’t just a logo or a catchy tagline, it’s a promise of value, a signal of trust, and a differentiator in a crowded market. The companies that invest in brand during downturns are the ones that thrive on the upturns once competition has been thinned.

Takeaway: A strong brand is a business asset that drives demand and buffers against market volatility. Building a recognisable brand with a clear, consistent message positions marketing as a key driver of resilience and growth.

Conclusion

Marketing is at a crossroads. It can remain the reactive pipeline generator, or it can step up as a strategic growth driver that influences business outcomes, builds brand equity, and aligns cross-functional teams. The companies making the shift are already seeing the rewards – higher growth, stronger brands, and more cohesive go-to-market strategies.

For B2B leaders, the question isn’t “How much revenue did marketing source?” It’s “How did marketing shape the long-term growth trajectory of our business?”