The shift toward revenue as a marketing objective has been happening for years. Being responsible for only leads leaves zero incentive for making sure they are high quality. Businesses have started to realize this and continue to move the goal line from leads to qualified leads to qualified accounts and eventually revenue.
So if marketing is going to share a revenue goal with sales, it is now of the utmost importance that marketing do what it can to help sales close those qualified accounts. Unfortunately, this is the biggest gap in content marketing responsibility and output. This may fall to product marketing or even a dedicated sales enablement team. But most organizations don’t have those extra resources and content marketers need to step up.