Welcome to Revenue Boost: A Marketing Podcast, where business leaders turn for actionable strategies to fuel growth and drive results.
In Today’s episode, Maximizing Marketing Impact: From Funnel Conversion to Revenue Attribution, I am joined by the brilliant Sarah Lane-Hawn, a senior marketing operations consultant and mathematician turned marketing strategist. Sarah shares her journey from creating blog content to leading marketing operations at startups and scale-ups, bringing her unique perspective to the challenges and opportunities in B2B marketing.
We discuss actionable strategies to optimize funnel conversion, eliminate inefficiencies, and implement reliable revenue attribution models. Sarah also introduces her innovative “Goldilocks Model” for revenue attribution—a practical, cost-effective solution for startups and scale-ups to measure and maximize marketing’s impact.To learn more about Kerry Curran and the RBMA: Revenue Based Marketing
Advisors, go to www.revenuebasedmarketing.com and be sure to follow us
on Kerry's LinkedIn Profile and The RBMA: Revenue Based Marketing
Advisors Profile.
If you're in the market for a Fractional Chief Marketing Officer or
Fractional Chief Revenue Officer be sure to reach out to Kerry. Kerry is
also available for speaking, panel moderation, and other professional
presentation services. For services and contact information check out
the RBMA: Revenue Based Marketing Advisors website here.
B2B business development has become increasingly complex, with companies
finding it harder than ever to drive growth.
One of the biggest challenges?
Many organizations have shifted their investments down the funnel—hiring
more sales and BDR resources—while pulling back on marketing. Yet, buyer
behavior has evolved in the opposite direction.
Today, buyers are forming their shortlists and making decisions before
ever speaking to a sales rep. This means if your brand isn’t investing
in marketing, you’re not even making it into their consideration set.
To grow revenue, companies must excel across four critical stages:
✅Awareness: They must have heard of you
✅Affinity: They must like you and believe you can solve their challenges
✅In-Market: They must be ready to buy
✅Engagement: Then they talk to your sales team, who still needs to beat
the competition and win the deal
At RBMA: Revenue Based Marketing Advisors, we help businesses scale
growth effectively and efficiently. We build and optimize your
end-to-end marketing and sales infrastructure—from brand development to
sales training—delivering:
- Increased high-quality lead volume
- Shortened sales cycles
- Improved close rates
I'm Kerry Curran, Founder and Chief Growth Officer of RBMA. With 20
years of experience in marketing and business development, I’ve
consistently driven double- and triple-digit revenue growth. My unique
expertise bridges both disciplines: as a CMO who understands sales and a
CRO who understands marketing.
I specialize in helping B2B scale-ups and mid-market agencies, tech, and
services transform their growth strategies.
Let’s set up a call to identify areas of opportunity in your growth
infrastructure and get your business on the path to increased revenue in
2025.