Outcome-based marketing: The shift that delivers real value

After two decades in sales, I made the leap into marketing—driven by a passion for storytelling and a belief that tech companies could connect more meaningfully with their audiences. Back then, we were at the dawn of digital marketing, where big budgets and tactical execution ruled the day. Marketing played a supporting role to sales, which still carried the magic touch of relationship-building. 

But things have changed. Prospects are busier than ever, resources are stretched thin, and aligning diverse stakeholders with different objectives requires a new approach. The old ways of marketing—counting website visitors and social media clicks—just don’t cut it anymore. 

At Mercer-MacKay, we’ve seen this shift firsthand. While traditional marketing metrics have their place, what truly matters is how these efforts translate into tangible business outcomes: pipeline growth, closed deals, and revenue impact. That’s where outcome-based marketing comes in.  

What is outcome-based marketing?

Outcome-based marketing shifts the focus from activities to results. It’s not about how many ads you ran or how many content pieces you published—it’s about the real impact those efforts have on your business. Did they generate sales? Improve lead quality? Increase customer retention? 

Every marketing strategy, campaign, and tactic should be tied directly to your business goals. Otherwise, why invest in it at all? 

The four pillars of outcome-based marketing:

#1 Business-centric goals 

Marketing must align with objectives that move the business forward—whether that’s increasing revenue, expanding into new markets, or reducing churn. Tactical metrics (such as web traffic) are useful indicators, but they should ladder up to measurable business outcomes. 

#2 Data-driven decision-making 

The best marketing strategies rely on data, not guesswork. Key performance indicators  (KPIs) should measure impact, such as leads converted and deals closed. If there are gaps preventing you from connecting marketing to revenue, identifying and fixing them is crucial. Even the smallest gap left unchecked can derail success. 

#3 Quality over quantity 

More isn’t always better. True success comes from meaningful engagement, not just higher impressions or click counts. A simple example? Instead of chasing thousands of unqualified leads, focus on securing a few high-value meetings per quarter. If 30 salespeople each book one strategic meeting, that’s 30 real opportunities—far more valuable than vanity metrics. 

#4 Sales and marketing alignment 

The strongest marketing strategies are built in partnership with sales. When marketing understands sales’ challenges and sales understands marketing’s strategies, businesses can pivot, refine, and execute in lockstep. 

Why outcome-based marketing works

It aligns marketing with sales and business objectives 

When marketing efforts are directly tied to revenue, the entire organization benefits from a clearer path to success. 

It delivers higher ROI 

Every marketing dollar is spent with intention—driving measurable results rather than just boosting awareness. 

It builds trust between teams 

Sales teams see marketing as a strategic partner, not just a lead generator, creating stronger collaboration and mutual success. 

It encourages innovation 

When results drive decisions, marketing teams are more likely to experiment with AI, personalization, and emerging trends that create real differentiation. 

It provides a clear view of success 

By tracking efforts from initial engagement to revenue impact, businesses gain full visibility into what’s working and what’s not, allowing for continuous optimization. 

How to shift to outcome-based marketing

If your marketing strategy is still focused on traditional activity-based metrics, it’s time to shift gears. Here’s how to start: 

• • Understand your business goals: Align marketing efforts with company objectives and revenue targets.
  • Define and track the right metrics: Go beyond standard marketing KPIs to include customer meetings booked, pipeline generated, and revenue impact.
  • Optimize continuously: Leverage data to refine strategies and improve performance in real time.
  • Communicate value clearly: Regularly report on how marketing contributes to business growth, ensuring alignment with leadership and sales teams.

Making marketing matter

At Mercer-MacKay, we live and breathe this approach. We help tech companies tell their stories in ways that not only engage their audiences but also drive measurable business results. Because when marketing is tied directly to outcomes, that’s when the magic happens. 

If your marketing team is still measuring success by impressions and clicks, it’s time to rethink your approach. Let’s focus on what truly matters—growth, impact, and success. 

Are you ready to shift to outcome-based marketing? Let’s start the conversation.