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https://www.marketo.com/cheat-sheets/marketos-lead-to-revenue-practices-a-behind-the-scenes-look/
Lead-to-revenue marketing drives revenue growth by thinking about leads in a more productive, nuanced way and by aligning sales and marketing. At Marketo, we've developed a formal approach to this alignment, by building an original foundation that allows both teams to work more smoothly toward a common goal and more easily measure the metrics that matter.