Measuring marketing success on a program level isn’t going to increase Marketing’s stature inside the organization, because those metrics can’t be linked to revenue — or at the very least the link is vague and inconsequential.

Instead, marketers need to focus on the degree to which their efforts deliver a steady stream of opportunities to Sales.

By focusing on Sales productivity, Marketing targets metrics that can be linked directly to revenue— which in turn, positions the department as central to the company’s success.

Bringing in more revenue starts with lead generation, which is exactly why this guide dissects 10 strategies — complete with data and case studies — that help you create more leads for your sales team. Let’s get started.