Survey Says? Marketing Priorities to Hit Revenue Targets

In today’s environment, what gets measured is what gets prioritized. And according to the 2023 State of Pipeline Generation Report (run with Ascend2), nearly half of marketing teams have set their annual KPI squarely on revenue generation.

That means one thing: pipeline performance and health are non-negotiable. Drawing insights from 400+ marketing professionals, the survey revealed five key priorities marketers are leaning on to ensure they hit their pipeline and revenue goals this year.

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1. Improving Lead Quality and Nurturing

Forty-three percent of teams are doubling down on lead quality and nurturing. Why? Because better leads mean higher conversion rates, faster sales cycles, and more efficient revenue generation.

Companies with strong nurturing programs generate 50% more sales-ready leads at 33% lower cost. Beyond ROI, nurturing also improves the buyer experience through personalized, multi-channel engagement.

RevSure’s Lead & Account Prioritization equips marketers to focus on high-value opportunities and deliver nurturing programs that actually accelerate conversion.

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2. Sharpening Pipeline Analysis

Thirty-nine percent of marketers are prioritizing pipeline analysis. Without it, bottlenecks remain hidden, campaign impact goes unmeasured, and forecasting is guesswork.

Better pipeline analysis enables data-driven decisions, smarter budget allocation, and more accurate predictions of revenue contribution.

RevSure’s Funnel Health Intelligence surfaces leaks, slowdowns, and conversion inefficiencies across the funnel, so teams can fix weak spots before targets slip.

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3. Understanding Which Leads and Accounts Convert

A third of respondents emphasized the importance of knowing which leads and accounts actually convert into pipeline. This is foundational to scaling ABM and ensuring executive buy-in for marketing strategies.

By studying patterns among high-value accounts, marketers can tailor campaigns and improve ROI.

RevSure’s Customer Journey Analysis connects early engagement signals to pipeline impact, helping teams zero in on the accounts and personas most likely to create revenue.

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4. Smoothing the Marketing–Sales Handoff

Routing matters. Thirty-three percent of marketers said broken handoffs are stalling revenue growth. Delays and misaligned lead routing waste valuable time and erode trust between teams.

Improved handoff processes mean faster response times, better accountability, and a smoother customer journey.

With RevSure’s Lead, Account & Opportunity Alerts, marketing can pass the right opportunities to sales at the right time, ensuring nothing slips through the cracks.

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5. Aligning Marketing and Sales

Finally, 28% of teams said alignment itself is the top priority. And it should be: misalignment costs companies at least 10% in annual revenue.

When sales and marketing share one view of pipeline health, campaigns become sharper, conversion rates rise, and sales cycles shorten.

RevSure’s Unified Funnel & Cohort Intelligence provides that shared view, keeping both teams synced on what’s driving pipeline and revenue.

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Closing the Data Gap

Every one of these priorities ties back to a single challenge: the need for adequate, reliable data. Without it, nurturing stalls, the pipeline remains opaque, and alignment breaks down.

That’s why marketers are turning to platforms like RevSure to unify data, surface insights earlier in the buyer journey, and empower both marketing and sales to hit revenue targets with confidence. See how RevSure helps you turn these priorities into action: Book a Demo