B2B companies need an integrated revenue pipeline, but before that's possible marketers need a seat at the revenue table. Here's how they can earn it.

Who is in charge of revenue at your company? In most B2B companies, the Sales Department owns the revenue pipeline. Sales and revenue just seem to go together, so much that some people use the words as synonyms (e.g. "last quarter''s sales grew 10%"). Marketing may play a supporting role by supplying leads (that probably get ignored), but in these companies, Sales controls the revenue process and is accountable for top-line growth.