A shift in B2B SaaS marketing is emphasizing revenue-driven marketing, where marketing teams are tasked with directly contributing to revenue growth rather than just generating leads. This approach aligns marketing closely with sales to target ideal customers and ensure that marketing is seen as a core revenue driver instead of a cost center. The increased focus on revenue is driven by economic pressures, rising acquisition costs, and competitive channels, making it crucial for marketing strategies to be both efficient and sustainable. Revenue-driven marketing involves building scalable processes for engaging and converting valuable customers, with Clearbit advocating for the activation of an Ideal Customer Profile (ICP) to target and personalize marketing efforts effectively. This strategy, supported by the FOCUS Playbook, involves enriching foundational data, operationalizing ICP across systems, personalizing customer experiences, prioritizing ready-to-buy prospects, and creating an always-on targeting engine to efficiently drive revenue. As businesses face economic uncertainties, adopting a revenue-driven marketing approach is increasingly important for achieving sustainable growth and positioning marketing teams as integral to revenue leadership.