Which statement about marketing's role in the revenue operating model is correct?

• A. Marketing can and should have an impact at all stages of the revenue operating model.
• B. Marketing should only focus on brand awareness.
• C. Marketing does not influence revenue outcomes.
• D. Marketing should only engage after sales begins.

Answer: (A)

Marketing influences revenue across the entire journey, not just one part. In a revenue operating model, different stages—attracting interest, nurturing leads, converting to customers, and driving expansion and retention—rely on marketing’s work: compelling messaging, targeted campaigns, valuable content, and data-driven optimization. When marketing is active from the start and continues through the lifecycle, it shapes buyer decisions, fuels the pipeline, and supports sales and customer success in turning interest into revenue.

Focusing only on brand awareness misses the ongoing demand generation and nurturing needed to create and preserve revenue. Saying marketing doesn’t influence revenue contradicts how messaging and campaigns drive conversions and customer growth. Waiting to engage after sales begins ignores the early influence on buyer choices and the later opportunities for expansion and retention.