Should Your PPC Strategy Focus On The Lead Pipeline Or Revenue?

Marketing leaders often believe they have a performance problem when, in reality, they have a goal problem.

A PPC strategy built around generating leads behaves very differently than one optimized for revenue.

The campaigns you choose, how you measure success, and even how your sales team operates all depend on which objective governs the budget.

For B2B organizations, this choice defines the relationship between marketing and sales. This decision moves past traffic metrics and focuses on defining whether PPC’s role is to build opportunity or…