Full-Funnel B2B Marketing: How to survive as B2B CMO and drive revenue in the era of AI and long sales cycles

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 quartersGet leadership buy-in for changing marketing playbooks without asking for additional budget or resources.Quickly prove impact of new marketing programs with 90-days pilots to earn runway for longer-term brand and demand programsCreate 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.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 silosSystematically move strategic accounts through the buyer journey—from unaware to sales opportunitiesScale proven playbooks (what works) across the organizationNo 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.WHO THIS BOOK IS FORWe 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.If you're facing any of these challenges, this book is for you: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.This book distills 30+ years of our combined experience into the systematic framework that transformed how our clients generate enterprise revenue. Read more