B2B marketers run the risk of becoming irrelevant again if they do not regain the scope of the position.

You may link the quality of interaction to the commercial impact once you are able to monitor it at the account level. One senior B2B marketer said at a recent conference that his organization can now measure the win value of a highly engaged client over five times that of a low-engaged account.

This is an excellent illustration of how marketing is starting to focus more on quality than quantity when it comes to lead generation and funnel performance. All B2B salespeople and marketers are aware that the MQL is a broken flush. We must be able to explain the connection between the three Vs of pipeline—volume, value, and velocity—rather than just the first in order to recover commercial confidence.

These days, more than ever, businesses require effective marketing. We need to recover the full scope of our responsibility and look beyond communications and advertising for those who have to fight smart with few resources.