--- title: How Sales and Marketing Effectiveness Turns into Revenue Generation description: On this episode of Ponderings from the Perch, CEO Priscilla McKinney and SKAIL founder Tony Brown strategies for increased revenue generation. image: https://podcast.littlebirdmarketing.com/hubfs/20241115-p-lbm-pftp-hz-2.png --- [![new-logo](https://podcast.littlebirdmarketing.com/hubfs/new-logo.svg "new-logo")](https://www.littlebirdmarketing.com) - Services - [Brand Strategy](https://littlebirdmarketing.com/brand-strategy/) - Brand Strategy - [- Brand Identity](https://littlebirdmarketing.com/branding/) - [- Persona development](https://littlebirdmarketing.com/buyer-personas/) - [- Market Research](https://littlebirdmarketing.com/market-research/) - [- Fractional CMO](https://littlebirdmarketing.com/fractional-cmo) - [Content Distribution](https://littlebirdmarketing.com/content-distribution/) - Content Distribution - [- B2B Social Media](https://info.littlebirdmarketing.com/monthly-social-calendar-for-b2b-pro?__hstc=165277858.8363cca4dfb934d4c3a138fb0ee20edc.1722258138810.1722494671442.1722500495190.3&__hssc=165277858.2.1722500495190&__hsfp=916778012) - [- Ads & DemandGen](https://littlebirdmarketing.com/digital-ads/) - [- Event Marketing](https://littlebirdmarketing.com/events-marketing/) - [- Hubspot Onboarding](https://littlebirdmarketing.com/hubspot-onboarding/) - [Content Strategy](https://littlebirdmarketing.com/content-strategy/) - Content Strategy - [- SOAR™](https://littlebirdmarketing.com/soar/) - [- Revenue Sprint](https://littlebirdmarketing.com/revenue-sprint/) - [- Social Strategy](https://littlebirdmarketing.com/social-influence-course/) - [- Conference Strategy](https://littlebirdmarketing.com/events-marketing/) - [- Account Based Marketing](https://littlebirdmarketing.com/account-based-marketing) - [Content Creation](https://littlebirdmarketing.com/content-creation/) - Content Creation - [- Portfolio](https://littlebirdmarketing.com/content-creation/) - [- Videography](https://littlebirdmarketing.com/video/) - [- Photography](https://littlebirdmarketing.com/photography/) - [- Web Design](https://littlebirdmarketing.com/web-design/) - [Experience](https://littlebirdmarketing.com/experience/) - [Case Studies](https://littlebirdmarketing.com/experience/) - [MR Expertise](https://littlebirdmarketing.com/market-research) - [Learn](https://littlebirdmarketing.com/resources/) - [Blog](https://blog.littlebirdmarketing.com) - [Podcast](https://podcast.littlebirdmarketing.com) - [Free Resources](https://littlebirdmarketing.com/resources/) - [LinkedIn Training](https://littlebirdmarketing.com/social-influence-course/) - [About](https://littlebirdmarketing.com/about/) - [Contact](https://littlebirdmarketing.com/contact/) Latest ![Ponderings from the Perch](https://podcast.littlebirdmarketing.com/hubfs/2024-lbm-pftp-page-header%202.png) ## [Compelling Conversations with our Momma Bird](https://info.littlebirdmarketing.com/podcast-sponsorship) [Sponsor the Podcast](https://info.littlebirdmarketing.com/podcast-sponsorship) Latest [Podcast](https://podcast.littlebirdmarketing.com/topic/podcast) [Business Culture](https://podcast.littlebirdmarketing.com/topic/business-culture) [Collaboration is the New Competition](https://podcast.littlebirdmarketing.com/topic/collaboration-is-the-new-competition) ## [Collaboration is not Geography: What CMOs and CROs Actually Owe Each Other](https://podcast.littlebirdmarketing.com/collaboration-is-not-geography-what-cmos-and-cros-actually-owe-each-other) [Listen Now](https://podcast.littlebirdmarketing.com/collaboration-is-not-geography-what-cmos-and-cros-actually-owe-each-other) - CATEGORIES ### Subscribe to Email Updates # How Sales and Marketing Effectiveness Turns into Revenue Generation ![How Sales and Marketing Effectiveness Turns into Revenue Generation](https://podcast.littlebirdmarketing.com/hubfs/20241115-p-lbm-pftp-hz-2.png) -               Why are traditional market research firms getting left behind in the industry's rapid evolution? On this episode of Ponderings from the Perch, the [Little Bird Marketing](https://littlebirdmarketing.com/) podcast, host and CEO [Priscilla McKinney](https://www.linkedin.com/in/priscillamckinney/) talks with [Tony Brown](http://linkedin.com/in/tony--brown), founder of [SKAIL](http://skailconsulting.com/), about transforming revenue generation strategies beyond traditional relationship-based selling. The urgency of this transformation is evident in recent industry reports, which show traditional firms growing at just 3% while the overall industry enjoys a 7.6% expansion rate. McKinney and Brown discuss how market research firms can adapt to changing market conditions, particularly focusing on marketing effectiveness in their business development efforts. Brown, with over 25 years of experience as a fractional sales leadership consultant, shares insights on helping research firms transition from reputation-based growth to proactive business development, emphasizing the importance of measuring marketing automation ROI. "Sales is not really about sales," Brown explains. "It's truly about understanding your clients' needs and understanding that you personally have a skill set that is of value." They also discuss the evolving role of conferences in business development, the challenges of balancing "seller-doer" roles within research firms, and the importance of properly implementing CRM systems. Brown emphasizes the need for cohesive strategies that align marketing efforts with sales processes, while McKinney highlights the critical connection between customer experience and revenue growth. The conversation touches on how AI's advancement might actually increase the value of qualitative research, positioning firms for future success if they can adapt their sales and marketing approaches accordingly. **Sponsors:** Priscilla McKinney has taught many forward-thinking B2B professionals how to build a personal brand and create a presence on social media that advances their careers, showcases their thought leadership, and creates a dynamic relationship that expands their network. Now, she has put together a giveaway with the tools to make your social influence life easy. Click [HERE](https://info.littlebirdmarketing.com/social-influence-giveaway) for a chance to win this exciting package of goodies to start building your social influence today! (drawings to be held at stated dates)   Glimpse is a next-generation market discovery platform uniting human insights and AI-enhanced performance. It empowers marketers, researchers, and creators to make effortless decisions, create powerful content, and gain a perpetual advantage. The platform allows users to ask questions, find audiences, and analyze diverse data sources, uncovering behavior, emotions, awareness, and purchasing decisions through AI. Glimpse's capabilities extend beyond surveys, offering enterprise-grade digital twins and AI personas for real-time conversations with key audiences. 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