CMOs and marketing leaders are under more pressure than ever to show their impact on the bottom line. Metrics like website traffic, clickthroughs, and email opens no longer cut it — CEOs and boards want to see how marketing contributes to revenue generation. In fact, a recent eMarketer study found that 88% of marketing leaders are responsible for a revenue goal in 2025 — a nine percent increase from last year.
Simultaneously, the shift toward privacy-safe identifiers and the death of tracking cookies has made tracking the impact of marketing campaigns more challenging than ever. Today’s consumers engage with a wide array of touchpoints before they convert, and many teams aren’t equipped for cross-channel tracking. The result? A chaotic landscape where connecting the dots of the customer journey feels like this Always Sunny meme:
To combat these challenges, leading marketers are using revenue execution platforms. These platforms connect the entire online-to-offline buying journey. They work by bridging the data gap between the marketing team that engages customers and the contact center sales teams that close the deals, creating a cohesive view of the purchase funnel.
In this post, we’ll show you how CMOs use revenue execution platforms to prove their impact on the bottom line and exceed revenue goals.
As we touched on above, top-of-funnel metrics are no longer enough — CMOs need to show how they contribute to the bottom line. The issue is many teams don’t measure their full ROI — while they’re tracking the online conversions their campaigns drive, they’re missing data from phone leads. If you fail to account for phone leads, you could be significantly underreporting your impact on revenue generation. Callers are highly motivated buyers — studies show they spend more, convert faster, and stay loyal longer than web leads.
Revenue execution platforms solve this critical blind spot in the customer journey by giving marketers attribution for the calls their campaigns drive. Marketers can then stream this call conversion data directly to martech platforms like Google Ads. This integration allows them to accurately target high-value customers with the most effective campaigns, ads, and keywords to increase conversion rates, reduce wasted spend, and drive more revenue from every ad dollar they spend.
Banner Health runs an array of marketing programs to drive appointment calls to its contact center, including: paid search campaigns, display ads, paid social, Google My Business listings, and organic search. To optimize media spend across these efforts, the organization uses Invoca’s revenue execution platform. With Invoca, Banner Health can see how many appointment calls each channel drives and track its true ROI. This allows it to double down on what’s working and cut spend on underperforming campaigns.
“Invoca has been a game-changer for our team,” said Chris Pace, chief digital marketing officer at Banner Health. “It allows us to maximize one of our most valuable resources — our marketing dollars. With insights from Invoca, we decreased our patient acquisition cost by 74%. We also significantly increased our contribution to our total book of business.”
For many companies — especially those in high-stakes purchase industries — phone calls account for 50% or more of the conversions that marketing drives. When marketing is unable to attribute those phone call conversions to their campaigns, they risk under-attributing their revenue by millions of dollars.
Revenue execution platforms solve this issue by enabling marketers to track the entire buyer journey. Marketers can see each consumer’s digital journey, pinpoint which ad or webpage drove them to call, capture what they said on the call, and track if they converted to a customer. This allows them to understand how their advertising programs are contributing to their ultimate goal of driving revenue. It also allows them to identify inefficiencies in the path to purchase — such as improper call routing — which they can correct to increase conversion rates.
In addition, revenue execution platforms seamlessly integrate with CRMs like Salesforce. The tool automatically updates customer records with insights from their phone conversations, such as products discussed and purchases made, so you can match revenue to conversions. This helps marketers better tie their efforts to customer acquisition and revenue generation.
With regulations like GDPR and CCPA setting strict guidelines around data privacy and consent, along with major browsers phasing out third-party cookies, businesses can no longer rely heavily on third-party data for customer insights and targeting. This transformation has pushed organizations to develop robust first-party data strategies, collecting information directly from their own customer interactions and owned channels.
First-party data has emerged as a strategic asset, offering companies more reliable, relevant, and compliant customer insights. Unlike third-party data, first-party data comes directly from customer interactions with a company's websites, apps, and other owned channels, making it both more accurate and privacy-compliant.
Tools like Invoca use AI to turn phone conversations into structured first-party data you can use to personalize ad targeting and customer interactions. Below are a few common examples of retargeting and suppression strategies marketers use with Invoca:
When you use Invoca to inform your ad targeting, you can supercharge your conversion rates and make the most of your marketing budget.
While 90% of marketing leaders said aligning with sales is important for driving revenue growth, just 10% of teams believe they’ve achieved strong alignment. This misalignment often occurs because the teams judge success based on different criteria — marketing uses top-of-funnel metrics like lead volume, while sales only measures closed deals. This disconnect leads to the classic argument where marketing blames sales for fumbling its hot leads, while sales says those leads weren’t so hot to begin with.
Revenue execution platforms solve this issue by giving marketing and contact center sales teams a shared set of data they can use to collaborate more effectively. With Invoca, you can see how each lead progresses down the funnel and identify where friction points and barriers to purchase occur. For example, you can identify the quality of each phone lead and determine if your campaigns are delivering high-intent buyers or duds. You can also see how well contact center agents handle phone leads and what percentage they convert to deals. Finally, you can identify issues with the call routing experience that lead to dropoffs and abandonment.
This full-funnel view will allow you to diagnose issues in the buying journey and work collaboratively with your sales counterparts to fix them — no more fingerpointing! As a result, you can deliver seamless online-to-offline experiences that drive revenue and build brand loyalty.
Want to learn more about how revenue execution platforms can help you drive sustained revenue growth? Check out these resources:
