--- title: Marketing Should Be Contributing Up To 30% of Your Deals description: Marketing should be closing 30% of your revenue. Here’s how CEOs can unlock scalable growth by shifting away from outdated sales-first models. image: https://www.cmosyndicate.com/hubfs/Marketing%20Should%20Be%20Contributing%20Up%20To%2030%25%20of%20Your%20Deals.png --- [![The leading partner for financial services, manufacturing and retail](https://www.cmosyndicate.com/hs-fs/hubfs/CMO%20Syndicate%20Logo%20release%20package/1.%20Primary%20Logo/RGB/Green/CMO%20Syndicate_Primary%20Logo_Green_RGB.png?width=250&height=61&name=CMO%20Syndicate_Primary%20Logo_Green_RGB.png "The leading partner for financial services, manufacturing and retail")](https://CMOSyndicate.com) - [Industries](https://www.cmosyndicate.com/industries) - [Services](https://www.cmosyndicate.com/fractional-cmo-services) - [Insights](https://www.cmosyndicate.com/insights) - [About Us](https://www.cmosyndicate.com/about) - [Contact](https://www.cmosyndicate.com/contact) [![CMO Syndicate_Primary Logo_Green_RGB](https://www.cmosyndicate.com/hs-fs/hubfs/CMO%20Syndicate%20Logo%20release%20package/1.%20Primary%20Logo/RGB/Green/CMO%20Syndicate_Primary%20Logo_Green_RGB.png?width=150&height=36&name=CMO%20Syndicate_Primary%20Logo_Green_RGB.png "CMO Syndicate_Primary Logo_Green_RGB")](https://CMOSyndicate.com) [![CMO Syndicate_Primary Logo_Green_RGB](https://www.cmosyndicate.com/hs-fs/hubfs/CMO%20Syndicate%20Logo%20release%20package/1.%20Primary%20Logo/RGB/Green/CMO%20Syndicate_Primary%20Logo_Green_RGB.png?width=250&height=61&name=CMO%20Syndicate_Primary%20Logo_Green_RGB.png "CMO Syndicate_Primary Logo_Green_RGB")](https://CMOSyndicate.com) - [Industries](https://www.cmosyndicate.com/industries) - [Services](https://www.cmosyndicate.com/fractional-cmo-services) - [Insights](https://www.cmosyndicate.com/insights) - [About Us](https://www.cmosyndicate.com/about) - [Contact](https://www.cmosyndicate.com/contact) [![CMO Syndicate_Primary Logo_Green_RGB](https://www.cmosyndicate.com/hs-fs/hubfs/CMO%20Syndicate%20Logo%20release%20package/1.%20Primary%20Logo/RGB/Green/CMO%20Syndicate_Primary%20Logo_Green_RGB.png?width=150&height=36&name=CMO%20Syndicate_Primary%20Logo_Green_RGB.png "CMO Syndicate_Primary Logo_Green_RGB")](https://CMOSyndicate.com) - [Industries](https://www.cmosyndicate.com/industries) - [Services](https://www.cmosyndicate.com/fractional-cmo-services) - [Insights](https://www.cmosyndicate.com/insights) - [About Us](https://www.cmosyndicate.com/about) - [Contact](https://www.cmosyndicate.com/contact) ![featured_image](https://www.cmosyndicate.com/hubfs/Marketing%20Should%20Be%20Contributing%20Up%20To%2030%25%20of%20Your%20Deals.png) [Jean Foster](https://www.cmosyndicate.com/insights/author/jean-foster) | | **0 Comments** # Marketing Should Be Contributing Up To 30% of Your Deals You’re a growth-focused CEO. You’ve hired high-caliber salespeople, built a promising pipeline, and made substantial investments in your go-to-market strategy. Yet each quarter brings the same question: > “Why are we falling short of our revenue targets?” The default answer? **“We need more sales reps.”** At The CMO Syndicate, we’ve worked with hundreds of companies around the world. And we’re here to tell you: **your problem isn’t sales. It’s your outdated growth model.** > *“We believe marketing should be closing up to 30% of your deals. That’s not just a point of view—it’s a model we’ve implemented and seen succeed time and again.”* > — **[Jean Foster](https://www.cmosyndicate.com/profile/jean-foster), Chief Marketing Officer - The CMO Syndicate** --- ## Marketing Has a Revenue Problem—And So Do Most CEOs Modern B2B buyers make **up to 70% of their decision before speaking to sales**. They consult peers, review websites, and compare vendors long before ever talking to your reps. Yet most companies still treat marketing as a lead-gen engine and sales as the closer. The result? - Sales wastes **50% of their time** chasing low-quality leads. - Marketing produces “MQLs” that never convert. - CEOs see bloated CAC and minimal ROI. > *“If your sales team is spending time chasing leads that will never close, that’s not a sales issue—that’s a marketing and alignment issue.”* > — **[Shayne De la Force](https://www.cmosyndicate.com/profile/shayne-de-la-force), CMO & Co-Founder - The CMO Syndicate** --- ## What Winning Looks Like: A Smarter Growth Model We call it the **Demand Engine Model**—a framework that turns marketing into a pipeline powerhouse. | Old Model | New Model | | --- | --- | | Hire more sales reps | Use AI to qualify and warm leads | | Sales owns all closing | Marketing closes up to 30% of deals | | Siloed KPIs | Shared revenue goals | | Marketing = Leads | Marketing = Closed revenue | > *“When companies assign 30% or more of pipeline ownership to marketing, they see 2X higher close rates and 25% faster deal velocity.”* > — **Shayne De la Force** --- ## Real Results: BT and Beyond Jean Foster shared a case from her time as CMO at BT (British Telecom): > *“My team was responsible not for leads, but for 30% of **closed revenue**. We built the infrastructure, aligned with sales, and delivered results.”* At The CMO Syndicate, we’ve taken companies from: - **4% to 23%** marketing-contributed pipeline in 13 months - To **30%+** contribution in 6 months (when the tech and team foundation exists) --- ## The CEO Blueprint: How to Shift Marketing into a Closing Function 1. **Assign Closed Revenue Targets to Marketing** *“It’s not about lead volume. It’s about what % of revenue is coming from marketing.” — Jean Foster* 2. **Align KPIs Across Sales and Marketing** 3. **Invest in the Demand Engine Tech Stack** *“AI tells you who’s ready, when, and how to convert them.” — Shayne De la Force* 4. **Create Content That Closes** 5. **Treat Marketing as a Growth Investment** *“Marketing should be a P&L generator—not a cost center.” — Shayne De la Force* --- ## Why Most Companies Fail to Make the Shift This is not plug-and-play. It requires transformation—team structures, tools, metrics, mindsets. > *“This means retraining teams, rethinking org charts, and rebuilding performance metrics. But once marketing starts thinking like sales, the results follow fast.”* > — **Jean Foster** ### If You Don’t Shift: - Sales stays inefficient - Marketing lacks measurable ROI - Your growth model plateaus ### But If You Do: - Sales closes faster with better leads - Marketing drives real revenue - Your business scales predictably --- ## Your Sales Team Isn’t the Problem. Your Model Is. ## Leave A Reply ## Read On #### [The CMO Syndicate Further Expands Team in Digital Disruption and AI  with Appointment of Jean Foster](https://www.cmosyndicate.com/insights/the-cmo-syndicate-further-expands-team-in-digital-disruption-and-ai-with-appointment-of-jean-foster) [**Washington DC, USA – June 24, 2024** –](https://www.cmosyndicate.com/insights/the-cmo-syndicate-further-expands-team-in-digital-disruption-and-ai-with-appointment-of-jean-foster)[The CMO...](https://www.cmosyndicate.com/) #### [Muriel Lotto on the Destination CMO Podcast As a fractional CMO with over three decades of...](https://www.cmosyndicate.com/insights/muriel-lotto-on-the-destination-cmo-podcast) #### [Navigating the Brutal Job Market: A CMO’s Top 5 Networking Tips for College Students A job search is always challenging, but for...](https://www.cmosyndicate.com/insights/navigating-the-brutal-job-market-a-cmos-top-5-networking-tips-for-college-students) # Follow Us on Social Media [mailto:hello@CMOSyndicate.com](mailto:hello@CMOSyndicate.com) [![CMO Syndicate. 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