How RevOps Thinks About Attribution, Budgeting & Proving Marketing's Value - With Jeff Ignacio
March 13, 2025
If you’re leading a high-performing B2B marketing team but still find yourself struggling to justify your marketing budget, prove marketing ROI, or get a seat at the revenue planning table—you’re not alone. Many B2B marketing leaders face the challenge of aligning their function with broader business goals, and often, that alignment starts with a strong partnership with Revenue Operations (RevOps).
I recently had the chance to sit down with Jeff Ignacio, Head of RevOps and former finance leader at Google and Intel, to discuss how B2B marketing and RevOps can collaborate to drive measurable growth. Jeff’s insights shed light on how B2B marketing leaders can better align with revenue objectives, prove their impact, and work more effectively with the C-suite. If you’re looking for more insights on how marketing leaders can position themselves strategically, check out our podcast on Cracking the C-Suite Code: Personal Brand, Influence & Marketing Leadership.
Jeff’s career started in FP&A (Financial Planning & Analysis), where he worked on annual planning and strategic forecasting at Intel and Google. His role wasn’t just about tracking past performance; it was about shaping the future—allocating resources, running scenario analyses, and optimizing for revenue growth. Eventually, he moved into sales and revenue operations, where he learned how go-to-market functions truly operate from the inside out. Today, Jeff leads RevOps across sales, B2B marketing, and customer success, ensuring all revenue-generating teams are aligned and driving efficiency at scale.
Jeff views RevOps as the glue that holds go-to-market teams together. His framework for RevOps centers on four key pillars:
Without these pillars, misalignment creeps in—marketing might generate leads that sales can’t convert, customer success might struggle to upsell, and revenue forecasting becomes guesswork rather than science.
One of the biggest sources of tension in go-to-market teams? Marketing and sales misalignment. Jeff has seen both sides: RevOps reporting into marketing and marketing operations reporting into RevOps. Each structure has pros and cons:
Regardless of structure, Jeff emphasizes that communication and shared goals are what truly matter. Metrics need to be aligned, campaigns need sales buy-in, and both teams should be working toward the same revenue objectives. If sales and B2B marketing alignment is a challenge for you, check out our episode on the 5 Pillars for Sales and Marketing Alignment.
Marketing ROI is a top concern for many B2B marketing leaders, but often, they’re being measured on the wrong metrics. Jeff breaks it down simply: Marketing ROI definition: The excess revenue generated from a fixed marketing budget.
In public companies, sales and B2B marketing budget percentage typically ranges from 45-55% of revenue. Within this:
If you’re a B2B marketing leader trying to measure impact, focus on:
For more on how CMOs can elevate their marketing ROI analysis, listen to The CMO Playbook: Marketing Excellence Framework.
Marketing attribution has long been a source of internal debate. Sales, marketing, and business development often fight over “credit” for revenue. Jeff recommends looking at multiple marketing attribution models:
Each marketing attribution model tells a different story, and using them together provides a clearer picture of what’s driving revenue.
Many B2B marketing leaders make the mistake of focusing only on short-term lead generation. Jeff highlights the 95-5 rule:
If you only focus on immediate conversions, you’re missing out on long-term brand-building. Companies like Gong, Drift, and Outreach have invested heavily in brand awareness—ensuring that when buyers are ready, they’re automatically considered. If long-term B2B marketing strategy is on your mind, don’t miss our conversation on Brand vs. Demand: Finding the Right Balance.
AI is transforming the way RevOps and B2B marketing operate. Jeff is already using AI for:
For B2B marketing leaders, AI presents an opportunity to improve measurement, targeting, and efficiency—but it also requires adaptation. To hear from a B2B marketing leader who’s successfully leveraged AI and data to scale a business, listen to From Marketer to CEO: How Leslie Vickrey Built a Thriving Agency, a Strong Brand, and an Unstoppable Culture.
Jeff’s final advice for B2B marketing leaders:
Marketing leaders who align closely with RevOps, communicate their value clearly, and embrace innovation will have a lasting seat at the revenue table.
Want to learn more? Follow Jeff on LinkedIn or check out his courses at RevOps Impact. His expertise in finance, RevOps, and AI makes him a must-follow for go-to-market leaders.
And if you’re looking for more insights on how B2B marketing leaders can better position themselves with the C-suite, don’t miss our discussion on How to Build an Annual Marketing Plan.
I built the CMO mentorship I wish I had—because too many marketing leaders are figuring it out alone. At Growth Activated, we help B2B marketers bridge the gap between execution and executive leadership, equipping you with the strategic mindset, frameworks, and hands-on guidance to drive impact at every stage of growth. From scaling multi-million-dollar organizations to leading SaaS startups, I’ve been in your shoes—and now, I’m here to help you step into the marketing leader you’re meant to be. Whether you need a strategic marketing plan, expert coaching, or team training, Growth Activated gives you the tools to lead with confidence and deliver measurable results.
