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Provocative Truth, Benedict chats to Andrea Linehan about marketing’s potential for driving revenue in B2B. There’s a problem with revenue in B2B marketing. Marketers are not maximising the potential for marketing to drive revenue when it is so crucial to the business’s success. Is the issue down to marketers not willing to put their reputation on the line, or are there bigger problems with current strategies? Either way, in order for marketing to justify its function (and budget), marketing needs to show how it directly contributes to revenue. https://images.squarespace-cdn.com/content/v1/581857353e00be2eafd3ee35/186c870e-0c65-4020-8026-cb170f60a1fc/TCN+Longevity+AI+Investments+-+Image+and+text.jpg In the media - Make it stand out Whatever it is, the way you tell your story online can make all the difference. https://images.squarespace-cdn.com/content/v1/581857353e00be2eafd3ee35/3cc297fd-46d1-4cc8-b61c-3b1558dc8794/TCN+B2B+influencers+with+stock.jpg In the media - Make it stand out Whatever it is, the way you tell your story online can make all the difference. https://images.squarespace-cdn.com/content/v1/581857353e00be2eafd3ee35/fc5d2b5e-1b1d-4751-a686-891027ab3914/TCN+The+Role+of+Fractional+with+stock.jpg In the media - Make it stand out Whatever it is, the way you tell your story online can make all the difference. https://images.squarespace-cdn.com/content/v1/581857353e00be2eafd3ee35/1631107782280-4MNS35GLKZLHRVY920RO/CMO+Convo+Andrea+Linehan++How+marketers+can+stop+worrying+and+learn+to+love+finance.jpg In the media - Make it stand out CMO Convo | Andrea Linehan | How marketers can stop worrying and learn to love finance 5 simple words that can send shivers down the spines of many marketers: "How much will it cost?", especially when it's followed up with another 5 fear-inducing words: "You'd better talk to Finance." But is that relationship healthy for effective marketing teams? Absolutely not, according to our guest on this episode, Andrea Linehan, who is sharing her experiences in teaching her marketing team to take ownership of costs and finance at every level. https://images.squarespace-cdn.com/content/v1/581857353e00be2eafd3ee35/021a2ad6-40f5-45b3-875d-ecf434e6861a/CMO+Summit+-+Andrea+%26+Greg.jpg In the media - Make it stand out The CMO-CFO divide continues to widen as new business opportunities and challenges force the functions further apart. 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