In this episode of B2B Marketing: The Provocative Truth, Benedict chats to Andrea Linehan about marketing’s potential for driving revenue in B2B. There’s a problem with revenue in B2B marketing. Marketers are not maximising the potential for marketing to drive revenue when it is so crucial to the business’s success. Is the issue down to marketers not willing to put their reputation on the line, or are there bigger problems with current strategies? Either way, in order for marketing to justify its function (and budget), marketing needs to show how it directly contributes to revenue. Andrea Linehan is a seasoned marketer primarily focused on fintech. She is the CMO of CurrencyFair.com and Zai, and she is an advisory board member for the CMO Council as well as a board member for the Irish International Business Network. Prior to joining CurrencyFair.com, Andrea served as CMO for GRID Finance.  In 2021, she was listed as part of the Top 30 Most Influential Fintech Marketers by The Fintech Marketing Hub. You can find Andrea Linehan on Linkedin. You can watch full video versions of the podcast on our YouTube channel. Ready to provoke the truth? Get in touch at alan-agency.com. Hosted on Acast. See acast.com/privacy for more information.