B2B marketers say the term "revenue marketing" encompasses a wide range of results-focused tactics and goals, according to recent research from Demand Spring.

The report was based on data from a survey of 100 B2B marketers from North America.

Some 97% of respondents say they are familiar with the term "revenue marketing." B2B marketers define revenue marketing as revenue generation through data-driven marketing, the alignment of Marketing with revenue goals, the integration of Sales and Marketing, and a focus on revenue as the ultimate goal.

Respondents say the marketing responsibilities that fall under revenue marketing include demand generation, customer expansion, and analytics.

Some 47% of B2B marketers rate their firm's revenue marketing maturity as "moderately mature."

B2B marketers say the top obstacle to revenue marketing success is misalignment between Marketing and Sales.

About the research: The report was based on data from a survey of 100 B2B marketers from North America.