Marketing should own a revenue number—that's a mantra we've all heard before. It's an enticing idea, imagining marketing taking charge beyond just funneling leads to sales. Yet, putting this into practice is often a rarity.We as marketers come up with crazy excuses like “attribution is hard” or “the goal was to drive awareness”.This week on Digital Banter, we're thrilled to have Kyle Lacy join us. With his wealth of experience leading marketing teams in sales-led environments, Kyle has always advocated for marketing teams to own revenue targets. Join us as we dive deep into turning this bold concept into tangible, actionable steps!