How to survive as B2B CMO and drive revenue in the era of AI and long sales cycles
Less than 30% of CEOs trust their CMOs.
The average CMO tenure is down to 16-18 months.
Marketing budgets are slashed.
The cost of acquisition is skyrocketing.
B2B buying cycles are extending.
While leadership wants faster results, bigger numbers and cheaper acquisition.
Under these constraints, B2B marketing leaders are pressured to achieve impossible: hit short-term pipeline targets, prove marketing impact on revenue and deliver faster using AI and technology.
B2B CMOs feel stuck between two impossible choices. Continue executing a strategy they know is broken, or attempt a complete overhaul that leadership won’t fund and won’t give them time to implement.
Through proven full-funnel B2B marketing framework, real company case studies, and step-by-step playbooks, this book will show you there is a third option.
Free implementation toolkit
One license for our Full-Funnel ABM 2.0 course
One license for our Full-Funnel Academy [lifetime access to all our courses and future updates]
Stop random acts of marketing
Start systematic B2B revenue generation
Stop chasing MQLs that don’t convert. Start building an enterprise pipeline that sales actually thanks you for—without massive budgets, organizational overhauls, or waiting for perfect conditions.
Built from 50+ enterprise ABM programs across companies from $10M to $1B+ ARR, this book gives you the systematic approach that helped dozens of B2B marketing leaders:
Fix the broken GTM playbook and drive millions of revenue from new programs developed and tested over a couple of quarters
Quickly provide impact of new marketing programs with 90-days pilots to earn runway for longer-term brand and demand programs
Create repeatable playbooks that work within the constraints most B2B CMOs face: long sales cycles, skeptical executives, misaligned incentives with sales, and quarterly pressure to hit pipeline targets
Get leadership buy-in for changing marketing playbooks without asking for additional budget or resources
Deploy AI to refine and accelerates proven playbooks, not just “do more with less”
Align marketing and sales around revenue and pipeline generation—not leads—to stop working in silos
Scale proven playbooks (what works) across the organization
Systematically move strategic accounts through the buyer journey—from unaware to sales opportunities
No matter where you are — running on a ‘quarterly MQL hamster wheel’, unsuccessfully trying to optimize within impossible constraints, dealing with frustrated sales teams, fighting attribution battles with leadership, or simply knowing your GTM playbook is broken but not being sure how to fix it—this book gives you the blueprint to transform your marketing function without internal revolution, starting from today.
We want to be absolutely honest and mention that this book is not an ideal solution if you work for a B2C company or if you sell B2B products <$30k and have transactional sales cycles under 3 months.
We wrote this book for B2B marketing leaders [VP Marketing, CMO, Demand Gen, ABM Manager] at B2B companies selling enterprise products and dealing with 6-18+ month sales cycles.
You're aligned with sales in theory but work in silos in practice. You exchange wish lists and plans but miss revenue targets while leadership pressures both teams
You can't prove marketing's impact on pipeline and revenue. Leadership questions every program. Attribution is a constant battle
Your outbound, paid ads, and organic pipeline drastically decreased while CAC keeps increasing. What worked two years ago doesn’t work today. You're spending more to get less
You lack brand awareness among target accounts but leadership still judges you on lead volume and MQL conversion rates
You know the playbook is broken—MQLs, gated content, spray-and-pray—but don't know how to fix it without massive budget or internal revolution
Everyone expects AI to solve your problems but the GTM fundamentals are broken
You're stuck in quarterly panic mode running random acts of marketing. No long-term programs. No compound interest in your brand. Every quarter resets to zero
Diagnose what's broken across 12 key areas
Get buy-in without budget
Stop fighting about attribution. Get leadership agreement
Keep pilot aligned, capture wins, maintain momentum
$10M to $1B+ ARR companies. No massive budgets required
Free implementation toolkit
One license for our Full-Funnel ABM 2.0 course
One license for our Full-Funnel Academy [lifetime access to all our courses and future updates]
We both live and breathe B2B marketing since 2007.
Andrei spent 8 years in the enterprise sales and marketing, working for Kimberly Clark and Biosphere Corporations. He started working as B2B marketing & ABM consultant in 2013.
Vlad worked at Sony, EMC and Sirris, building, marketing and selling complex B2B products and services until launching his consulting practice in 2013.
Andrei Zinkevich
Vladimir Blagojevic