In this week’s episode, Ian Truscott and our resident Rockstar CMO strategic advisor and former Research Director at SiriusDecisions/Forrester Jeff Clark discuss some data about the “B2B Marketing Lag” published by Dreamdata.

The stats that Dreamdata shared that caught our eye:

// Only 37% of revenue is impacted within a quarter.

// It takes 6 months for 50% of revenue to be impacted.

// 25% of the revenue impacted by marketing touches will not be generated within a year

// B2B customer journeys are 192 days long on average

And, spoiler alert! As the blog post shares: “the marketing strategy you’re executing in Q1 will hardly influence revenue in Q1. Most of it won’t even influence revenue in Q2. Some of it won’t even influence revenue this year”.

Ian then winds down the week with Robert Rose, Chief Troublemaker at The Content Advisory, in the Rockstar CMO virtual bar who over a cocktail shares a thought about the strategic application of AI to your content marketing. 


The people:

// Ian Truscott on LinkedIn and Threads

// Jeff Clark on LinkedIn

// Robert Rose on LinkedIn and Threads

Mentioned in this week’s episode:

// Dreamdata blog post: New data: Testing the B2B Marketing time lag

// Interview in episode 103 with Steffen Hedebrandt, the Co-Founder and CMO of Dreamdata

// Robert’s firm: The Content Advisory

// Robert’s podcast with Joe Pulizzi: This Old Marketing 

// Robert’s “Rose Colored Glasses” column for CMI.

Rockstar CMO:

// Rockstar CMO on the web, Twitter, and LinkedIn

// Previous episodes and all the show notes: Rockstar CMO FM.

Track List:

// Piano Music is by Johnny Easton, shared under a Creative Commons license

// We’ll be right back by Stienski & Mass Media – on YouTube

// Clocks by Coldplay – on YouTube

Listen on Apple, Amazon, Spotify or wherever you get your podcasts

Learn more about your ad choices. Visit

Ready to rock?

Fancy a chat about this? Or maybe we can help with our advisory services or get in touch!


Join hundreds of your peers and get your weekly fix of marketing street knowledge from the Rockstar CMO community.

Share this article