This is WHY marketing SHOULD be involved in company revenue goals

One of the best things that I learned from a CRO that was responsible for marketing is he said the first year we launched an ABM program I did not put a revenue goal on marketing. I said I want all of our revenue to be influenced by marketing. And they ended the year at a 90% marketing influence pipeline. And what that showed is wow, we saw pipeline increase which is great. We saw sales velocity increase. We saw deal values increase largely because what's the correlation? Marketing was more intentionally focused on influencing the pipeline holistically whereas years prior when marketing wasn't given credit for anything that wasn't marketing sourced and it was just purely if you don't source it you don't get credit. They weren't focused on pipeline acceleration they weren't focused on increasing the deal sizes they weren't focused on pipeline expansion of the account it was only focused on how do we get more things in the pipeline and then it fails problem. That's when alignment challenges start to come in.