Marketing performance can get a significant revenue-generating boost if marketers change their mindset when approaching operations, says Nadim Hossain, founder and CEO of BrightFunnel. Marketers should work in reverse more often, including working backward from revenue targets to determine spending levels and studying past performance for next-term predictions. "If you want to plan for the future, you have to learn from the past," Hossain says. "Did those Q2 and Q3 leads turn into revenue in Q4? Why or why not?"
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