Maximizing Revenue Impact: B2B Experts Share Key Strategies for 2025

At the Activate live panel in Palo Alto experts from leading B2B companies explored some of the biggest challenges facing today’s marketing and sales teams. Lesley Phillips (Egnyte), Karthik A. Chandhramoulie (Uber), Rick Corteville (Lenovo), and Sudeep Misra (ServiceNow) led insightful discussions on topics like sales/marketing alignment, attribution, and account-based marketing (ABM). One recurring theme was the ongoing difficulty in aligning sales and marketing teams, especially when it comes to balancing goals, measuring pipeline influence, and navigating complex buying journeys. As Lesley noted, "Why does alignment have to be so hard?"—a question that struck a chord with many in the room.

The conversation quickly moved into the nuances of marketing attribution and revenue generation, where Karthik emphasized the growing expectation for marketing to act as a primary revenue driver. With tighter budgets and higher pressure on pipeline contribution, marketers are being asked to do more with less, while still proving their impact on revenue. Rick shared best practices for optimizing ABM strategies through continuous testing and refining motions, helping attendees understand how to drive more targeted results in today’s competitive environment.

Lesley’s insights on shifting budgets based on the stage of the funnel resonated, particularly her focus on the "job to be done" discipline. Meanwhile, Sudeep shed light on the evolving customer journey, stressing the need for effective follow-up strategies and maximum impact from marketing and inside sales teams. All panelists weighed in on the role of AI in modern marketing, agreeing that while its potential is vast, teams need to approach it with clear objectives to avoid over-reliance on tools.

The event also sparked discussions on broader industry trends such as buying committees, the impact of ecosystems, and the future of international expansion. With 2025 planning already underway, marketers are looking for strategies that balance brand-building with demand generation while navigating ever-changing market conditions. Overall, the panel offered valuable insights into the current and future landscape of B2B marketing, leaving attendees with actionable takeaways for their own organizations.

-- Matt Heinz