Your revenue projections are your firm's crystal ball. If your backlog, pipeline, and projections are organized, it can position your firm in a way to do healthy, proactive marketing to win highly profitable work.In this episode, John and Mark break it all down:How marketing can make both a short- and long-term pipeline impactHow marketing's goal should be different for active, passive, and future buyersHow niche specialization can lead to higher marginsHow revenue projections can impact recruiting and resource allocationThe concept of splitting the funnel into vertical segmentsWhy you should over-invest in marketing for new or emerging verticalsShare your feedback in our listener survey: https://www.surveymonkey.com/r/8V9T6Z7

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