# Digital Tools Every Marketing Candidate Should Know
The modern marketing landscape demands proficiency in sophisticated digital platforms that drive measurable business outcomes. Marketing professionals entering the field today face expectations far beyond traditional creative skills—they must demonstrate technical competence across customer relationship systems, analytics platforms, automation tools, and content management infrastructures. The digital toolkit required for contemporary marketing roles has expanded dramatically, with employers consistently seeking candidates who can navigate enterprise-grade software solutions that power multi-channel campaigns and data-driven decision-making.
Mastering these platforms isn’t merely about checking boxes on a job application. Each tool represents a fundamental capability that directly impacts campaign effectiveness, customer engagement, and revenue generation. From understanding how leads progress through automated nurturing sequences to interpreting complex attribution models that reveal which touchpoints drive conversions, technical fluency separates candidates who can immediately contribute value from those requiring extensive onboarding. The investment in learning these systems yields returns throughout your entire marketing career, as the underlying principles remain consistent even as specific platforms evolve.
What makes certain tools essential versus merely helpful? The platforms examined here have achieved industry-standard status because they solve critical marketing challenges at scale. They integrate seamlessly with broader technology stacks, provide robust analytics that inform strategy, and support collaboration across teams. Whether you’re optimizing organic search visibility, orchestrating personalised email journeys, or managing social presence across multiple channels, proficiency in these systems provides the foundation for executing sophisticated marketing strategies that deliver measurable results.
Customer relationship management platforms: salesforce, HubSpot, and zoho CRM
Customer relationship management platforms serve as the operational backbone for modern marketing organisations, centralising prospect data, tracking interactions across touchpoints, and enabling personalised communication at scale. These systems transform scattered customer information into actionable intelligence that drives targeted campaigns and informed decision-making. Marketing candidates who understand CRM architecture, data hygiene principles, and integration capabilities position themselves as strategic assets rather than tactical executors. The distinction between basic CRM familiarity and true platform mastery often determines whether you can design sophisticated segmentation strategies or merely execute predefined workflows.
The three platforms dominating the CRM landscape—Salesforce, HubSpot, and Zoho—each offer distinct advantages depending on organisational size, technical resources, and marketing maturity. Salesforce provides unparalleled customisation for enterprises with complex requirements, HubSpot excels at inbound methodology integration with intuitive interfaces, whilst Zoho delivers comprehensive functionality at accessible price points for growing businesses. Understanding when each platform provides optimal value demonstrates the strategic thinking employers seek. Can you articulate why a B2B SaaS company might choose HubSpot over Salesforce, or when Zoho’s multichannel capabilities justify implementation over more established competitors?
Salesforce marketing cloud for Multi-Channel campaign orchestration
Salesforce Marketing Cloud represents the enterprise standard for coordinating complex customer journeys across email, mobile, social, and advertising channels from a unified platform. The system’s Journey Builder functionality allows marketers to design intricate, behaviour-triggered pathways that respond dynamically to customer actions in real-time. Marketing candidates who can navigate Marketing Cloud’s modular architecture—understanding how Email Studio, Mobile Studio, Social Studio, and Advertising Studio interconnect—demonstrate readiness for enterprise-level campaign management. The platform’s Einstein AI capabilities add predictive intelligence, automatically optimising send times, subject lines, and content recommendations based on historical engagement patterns.
What sets Marketing Cloud apart is its sophisticated audience segmentation through SQL-based queries and data extensions, enabling precision targeting that generic platforms cannot match. You can create highly specific segments based on behavioural triggers, demographic attributes, and engagement history, then activate those audiences across multiple channels simultaneously. The platform’s integration with Salesforce CRM creates a closed-loop system where marketing activities directly inform sales processes, and sales interactions feed back into marketing intelligence. This bidirectional data flow enables attribution modelling that connects marketing touchpoints to revenue outcomes—a critical capability for demonstrating marketing’s business impact.
Hubspot CRM’s inbound marketing automation and lead scoring
HubSpot has become synonymous with inbound marketing methodology, providing an integrated platform that aligns content creation, lead capture, nurturing automation, and sales handoff processes. The system’s greatest strength lies in its intuitive interface that reduces technical barriers whilst maintaining sophisticated functionality. Marketing candidates can quickly demonstrate value by building landing pages, creating automated email sequences, and implementing lead scoring models without extensive technical training. This accessibility explains H
continues to gain traction with organisations adopting content-led acquisition strategies.
For marketing candidates, practical fluency with HubSpot means more than knowing how to send a newsletter. You should be comfortable building automated workflows that react to user behaviour—such as downloading a guide, visiting pricing pages, or abandoning a form—and then enrolling those contacts into tailored nurturing sequences. Understanding lead scoring is equally important: you need to define explicit and implicit criteria (job title, company size, email engagement, website activity) and translate them into a numeric model that indicates sales-readiness. When you can explain how a clear lead scoring framework shortens the sales cycle and improves marketing-qualified lead quality, you immediately stand out in interviews.
HubSpot’s native integration between CRM, marketing, sales, and service hubs also illustrates a broader principle employers value: closed-loop reporting. You should be able to show how blog traffic, landing-page conversion rates, email open rates, and deal creation are all connected inside a single system. Can you demonstrate, for example, how a specific campaign influenced pipeline creation or revenue within a given quarter? Being able to pull that story from HubSpot data separates tool users from strategic marketers.
Zoho CRM integration with social media management tools
Zoho CRM occupies a unique space as a cost-effective yet feature-rich platform, particularly attractive to small and mid-sized businesses operating with lean marketing teams. One of its strongest differentiators is its ecosystem of tightly integrated applications, including Zoho Social for social media management. This integration allows marketers to connect social interactions directly to contact records, creating a unified view of how prospects engage with the brand across channels. When you can track a prospect from their first social touchpoint through to email nurturing and eventual purchase, your social media marketing becomes far more accountable.
From a candidate’s perspective, understanding how Zoho CRM and Zoho Social work together is a powerful way to demonstrate cross-channel thinking. You might, for example, monitor brand mentions and direct messages within Zoho Social, then convert promising interactions into CRM leads with a single click. Those leads can be tagged with source information, added to specific pipelines, and enrolled in relevant follow-up sequences. Instead of treating social as an isolated awareness channel, you show employers that you can integrate social engagement with structured lead management and sales processes.
Zoho’s marketplace further extends this capability through integrations with third-party social media management tools, advertising platforms, and marketing automation systems. Being able to discuss how you would connect Zoho CRM to tools like Facebook Lead Ads or LinkedIn forms to capture leads in real time shows that you understand the technical foundations of modern lead generation. The underlying skill is not memorising every integration, but grasping how data should flow between systems to support a coherent customer journey.
Pipeline management and sales funnel visualisation features
Across Salesforce, HubSpot, and Zoho, pipeline management sits at the heart of how marketing and sales align. Visualising the sales funnel—from initial lead capture through qualification, opportunity stages, and closed-won deals—enables marketers to understand where campaigns are succeeding or failing. Candidates who can read and interpret these pipelines can answer essential questions: Which channels are generating opportunities, not just leads? At which stage do prospects stall or drop out? How long does it typically take for a marketing-qualified lead to convert into revenue?
Most modern CRMs provide drag-and-drop kanban views of deal stages, forecast dashboards, and reports that slice performance by campaign, segment, or sales rep. As a marketer, you should be comfortable filtering these views to isolate deals influenced by specific campaigns, then quantifying the resulting pipeline and revenue. This ability to move from vanity metrics (clicks and opens) to commercial outcomes (pipeline value and win rate) is exactly what hiring managers look for when they ask about “data-driven marketing.”
It’s helpful to think of the sales funnel visualisation like a health dashboard for your marketing engine: each stage is a vital sign. If opportunities consistently pile up in “proposal sent” or “demo complete,” that tells a different story than a funnel where most leads never progress beyond initial qualification. When you can diagnose such patterns and propose targeted marketing interventions—additional nurturing content, better qualification criteria, or sales enablement assets—you demonstrate strategic maturity that goes well beyond basic tool usage.
Search engine optimisation tools: SEMrush, ahrefs, and moz pro
Search engine optimisation remains one of the most cost-effective digital channels, but competition for organic visibility is fiercer than ever. Mastery of SEO tools signals that you can move beyond guesswork and apply data to content strategy, technical fixes, and competitive positioning. Platforms like SEMrush, Ahrefs, and Moz Pro have become staples in agency and in-house environments because they compress vast amounts of search data into actionable insights. As a marketing candidate, you do not need to become an SEO engineer overnight, but you should be able to use these tools to inform keyword strategy, audit websites, and monitor performance.
Employers increasingly expect marketers—even those in non-SEO roles—to understand how organic search impacts the customer journey. Can you identify profitable long-tail keywords, assess ranking difficulty, and suggest content angles that align with user intent? Do you know how to interpret domain authority, backlink profiles, or site health scores when evaluating your own site against competitors? When you can answer these questions confidently using SEO platforms, you show that you can contribute to sustainable, compounding growth rather than relying solely on paid acquisition.
Keyword research and search volume analysis with SEMrush
SEMrush has evolved from a keyword research tool into a full-suite digital marketing platform, but its core strength still lies in uncovering what your audience searches for and how competitors capture that demand. Candidates should be comfortable using its Keyword Magic Tool to generate lists of related terms, questions, and long-tail variations, then filtering by metrics such as search volume, keyword difficulty, and cost-per-click. This process underpins everything from blog planning to product-page optimisation and even paid search campaigns.
Beyond raw numbers, SEMrush excels at revealing search intent—whether users are looking to buy, compare, or simply learn. When you can explain why a top-of-funnel informational keyword needs a very different content format and call to action than a bottom-of-funnel transactional term, you show that you understand SEO as a strategic discipline, not just a technical checklist. Combining volume, intent, and competitiveness allows you to prioritise realistic opportunities that can move the needle for a brand rather than chasing impossible head terms.
SEMrush’s Position Tracking and Organic Research reports also enable ongoing performance monitoring. You might, for example, set up a campaign to track key terms related to a new product launch, then review weekly movements to see which content pieces are gaining traction. Being able to walk an interviewer through how you would use SEMrush data to refine a content calendar—doubling down on winning topics and re-optimising underperforming ones—demonstrates the iterative mindset that successful SEO requires.
Ahrefs site explorer for backlink profile auditing
While SEMrush is often favoured for keyword intelligence, Ahrefs has built its reputation on the depth and freshness of its backlink index. Site Explorer provides a comprehensive view of which domains link to your site, which pages attract the most links, and how your backlink profile compares to key competitors. Because search engines still use backlinks as a strong indicator of authority and trust, marketers who can interpret this data can influence one of the most powerful levers for organic growth.
In practice, auditing a backlink profile involves far more than counting total links. You should be able to distinguish between high-quality, contextually relevant links and low-value or spammy sources that might harm your rankings. Ahrefs allows you to filter by domain rating, anchor text, and link type (dofollow vs. ), helping you identify both strengths and risks. For instance, a sudden influx of low-quality links with over-optimised anchor text might signal the need for a disavow file or outreach to webmasters.
Ahrefs also shines in competitive analysis. By comparing your backlink profile against those of higher-ranking domains, you can uncover realistic outreach targets and content formats that tend to attract links in your niche. Explaining how you would use Ahrefs to design a link-building campaign—perhaps by identifying industry blogs, resource pages, or digital PR opportunities—shows that you understand off-page SEO as a structured, research-driven process rather than random outreach.
Moz pro’s domain authority metrics and on-page optimisation
Moz Pro remains a popular choice for teams seeking approachable, education-focused SEO tooling. Its Domain Authority (DA) and Page Authority (PA) metrics, while proprietary estimates rather than official Google signals, have become widely used proxies for understanding how likely a site is to rank relative to competitors. As a candidate, you should treat these scores as comparative benchmarks rather than absolute truths, explaining how they help you prioritise which websites to target for partnerships or which competitors represent realistic SEO rivals.
Moz’s On-Page Optimisation features complement these authority metrics by analysing individual pages for alignment with target keywords, metadata best practices, and structural clarity. You can quickly identify missing title tags, poorly structured headings, thin content, or opportunities to improve internal linking. This is especially useful when you are asked to audit an existing website during a hiring process—a common task for marketing roles with SEO responsibilities. Being able to reference Moz Pro reports as the basis for your recommendations shows that your suggestions are grounded in data, not opinion.
Think of Moz as the friendly coach in your SEO toolkit: it may not have the deepest index or most advanced technical features, but it excels at making complex concepts digestible. When you can combine Moz’s accessible insights with more advanced tools like SEMrush or Ahrefs, you demonstrate both breadth and depth—ideal for roles where you must collaborate with specialists while still owning overall SEO strategy.
Technical SEO crawling with screaming frog SEO spider
While SEMrush, Ahrefs, and Moz provide powerful cloud-based insights, Screaming Frog SEO Spider operates locally to give you an exhaustive crawl of your website—much like a search engine bot would. This desktop application surfaces technical issues that can quietly erode organic performance: broken links, redirect chains, duplicate content, missing canonical tags, incorrect status codes, and more. Even if you are not a technical SEO specialist, basic familiarity with Screaming Frog signals to employers that you can diagnose foundational problems rather than relying solely on surface-level metrics.
In a typical audit, you might crawl a site and then filter results to identify 404 errors, pages blocked by robots.txt, or URLs missing essential metadata. Each of these issues can create friction for both users and search engines. The ability to translate a dense Screaming Frog export into a clear, prioritised action plan for developers and content teams is a highly valued skill. It shows that you not only recognise problems but can communicate them in a way that leads to resolution.
A helpful analogy is to view Screaming Frog as an MRI scanner for your website: it reveals structural issues that may not be visible from the surface but significantly impact performance. Hiring managers know that many marketing candidates ignore this layer and focus solely on keywords and content. When you can demonstrate that you understand how technical health underpins rankings and user experience, you position yourself as a more complete digital marketer.
Marketing analytics and data visualisation: google analytics 4, tableau, and looker studio
Data literacy has become non-negotiable for marketing professionals. Organisations no longer accept campaigns justified by intuition alone; they expect a clear line from activity to impact, underpinned by reliable analytics. Tools like Google Analytics 4 (GA4), Tableau, and Looker Studio (formerly Data Studio) form the backbone of this measurement infrastructure. They allow marketers to capture granular behavioural data, transform it into meaningful insights, and communicate those insights to stakeholders through compelling visualisations.
As a marketing candidate, you should be able to move confidently from raw numbers to strategic recommendations. That means knowing which metrics matter, how to configure tracking correctly, and how to build dashboards that answer specific business questions rather than overwhelming viewers with noise. Do you know how to distinguish between vanity and value metrics? Can you build a report that helps a non-technical executive understand which channels are driving profitable customer acquisition? Demonstrating competence in these areas is one of the fastest ways to build credibility in a data-driven organisation.
GA4 event tracking and conversion path analysis
Google Analytics 4 represents a fundamental shift from the session-based model of Universal Analytics to an event-based framework that better reflects today’s multi-device, multi-platform user journeys. For candidates, this means you need to be comfortable thinking in terms of events, parameters, and user properties rather than simply pageviews and bounce rate. Setting up event tracking—whether via Google Tag Manager or direct gtag implementation—allows you to capture meaningful interactions such as form submissions, video plays, scroll depth, and e-commerce actions.
Once these events are in place, GA4’s Analysis Hub enables deeper exploration of conversion paths and user cohorts. You can build funnels to see where users drop off, compare behaviour across traffic sources, or identify which sequences of interactions most often precede a purchase or lead submission. This is where analytics moves from reporting to optimisation: instead of merely stating that conversion rate is 2.3%, you can identify which steps in the journey suppress that number and propose targeted experiments to improve them.
GA4 also offers built-in machine learning features, such as predictive audiences and purchase probability scores, that can be activated without advanced data science skills. When you can explain how you would use these capabilities—for example, creating remarketing campaigns for users with a high likelihood to purchase—you show that you understand how analytics and activation intersect. In interviews, consider walking through a concrete example of how you configured GA4 events for a previous campaign and what insights you derived from the resulting data.
Custom dashboard creation in looker studio for marketing KPIs
Collecting data is only half the battle; presenting it in a way that drives action is equally important. Looker Studio excels at this, providing a free, flexible environment for building interactive dashboards that pull from multiple data sources, including GA4, Google Ads, social platforms, and CSV uploads. For marketing candidates, the key skill is not just connecting these sources, but designing dashboards that reflect the objectives and decision-making needs of specific stakeholders.
A well-crafted Looker Studio dashboard might, for example, provide a high-level executive view that summarises traffic, leads, cost per acquisition, and revenue by channel, while also including drill-down pages for channel specialists. The art lies in choosing the right visualisations—line charts for trends, bar charts for comparisons, tables for detailed diagnostics—and resisting the temptation to cram every available metric into a single view. Think of a dashboard as a story: each page should answer a clear question and guide the viewer toward a conclusion.
Because Looker Studio supports calculated fields and blending, you can also create custom metrics that don’t exist natively in any one platform, such as true return on ad spend that factors in offline conversions. When you show that you can go beyond default reports to build tailored visualisations, you signal that you’re capable of elevating marketing analytics from periodic reporting to continuous, strategic guidance.
Tableau’s predictive analytics for campaign performance forecasting
While GA4 and Looker Studio cover a wide range of day-to-day reporting needs, many larger organisations turn to Tableau for deeper analysis and predictive modelling. Tableau’s strength lies in its ability to handle complex, large-scale datasets and to apply advanced statistical techniques—often with minimal coding. For marketing candidates aiming at analytics-heavy roles, familiarity with Tableau demonstrates that you can operate at an enterprise level, where decisions may hinge on nuanced forecasts rather than simple historical trends.
In the context of digital marketing, Tableau can be used to build models that forecast campaign performance under different budget scenarios, anticipate seasonal fluctuations, or identify which audience segments are most likely to respond to specific offers. You might, for instance, use historical multi-channel data to estimate how incremental spend on paid search will impact total conversions, then visualise that relationship for leadership. This turns abstract statistical relationships into concrete planning tools that inform budget allocation.
If predictive analytics feels intimidating, think of it as moving from looking in the rearview mirror to glancing at the road ahead. Even basic exposure—such as using Tableau’s trend lines, clustering, or forecasting features—allows you to speak credibly about how you would support forward-looking decisions with data. Employers do not expect every marketer to be a full-fledged data scientist, but they do value candidates who are comfortable collaborating with analytics teams and translating complex outputs into clear, actionable recommendations.
Attribution modelling across multi-touch customer journeys
One of the most challenging aspects of modern marketing analytics is attribution: determining how much credit each touchpoint deserves for a conversion that often occurs after multiple interactions across channels and devices. Relying solely on last-click attribution risks undervaluing upper-funnel activities like content marketing, social campaigns, or display advertising. As a candidate, being able to discuss different attribution models—first-click, linear, time decay, data-driven—and their implications positions you as someone who understands the limitations of simplistic reporting.
Tools like GA4, Looker Studio, and enterprise analytics suites allow you to compare models and see how channel performance appears under each. For example, a time-decay model might highlight the importance of remarketing and email in nudging prospects toward conversion, while a position-based model emphasises the initial discovery channels and the final closing touchpoints. The goal isn’t to find a perfect model—there isn’t one—but to choose the one that best reflects your business reality and to communicate its assumptions clearly.
In practical terms, you might use attribution insights to defend continued investment in top-of-funnel content that doesn’t seem to “convert” under last-click reporting, or to justify reallocating spend from over-credited branded search to under-valued discovery campaigns. When you can explain, with specific examples, how attribution analysis has shaped your channel strategy, you show that you can navigate one of the most complex—and politically sensitive—areas of marketing measurement.
Email marketing automation: mailchimp, ActiveCampaign, and SendGrid
Email remains one of the highest-ROI channels in digital marketing, but its effectiveness now depends on personalisation, timing, and behavioural triggers rather than generic broadcasts. Automation platforms such as Mailchimp, ActiveCampaign, and SendGrid enable marketers to design sophisticated journeys that respond in real time to how subscribers interact with content. For candidates, fluency with at least one of these systems signals that you can move beyond simple newsletters to build lifecycle communication that nurtures leads and retains customers.
Mailchimp is often the first email platform marketers encounter, especially in startups and small businesses, thanks to its intuitive interface and generous free tier. Beyond basic campaigns, you should understand how to set up multi-step automation, segment lists based on engagement and attributes, and run A/B tests on subject lines, send times, and content blocks. Employers will want to see that you can use Mailchimp reports to optimise open rates, click-through, and ultimately revenue per recipient rather than treating email as a static channel.
ActiveCampaign pushes automation even further, combining email with CRM-like features and powerful conditional logic. You can build branching workflows that adapt to each contact’s behaviour—if a user clicks on a pricing link but doesn’t convert, for example, they might receive a case study sequence; if they ignore several messages, they might be moved into a re-engagement track or suppressed to protect deliverability. Understanding how to design these journeys requires both technical familiarity with the tool and strategic thinking about customer psychology.
SendGrid, meanwhile, is particularly important in contexts where deliverability and scale are paramount, such as SaaS products sending transactional emails or marketing teams sending high-volume campaigns. Knowing how to configure sender authentication (SPF, DKIM, DMARC), manage IP reputation, and monitor deliverability metrics demonstrates a more technical side of email marketing. Even if you are not the one writing DNS records, being able to collaborate intelligently with developers and IT teams to safeguard inbox placement is a valuable differentiator.
Social media management platforms: hootsuite, buffer, and sprout social
Social media has shifted from a brand “nice-to-have” to a central pillar of digital strategy, with platforms influencing everything from awareness to customer support. Managing multiple networks manually quickly becomes unsustainable, which is why tools like Hootsuite, Buffer, and Sprout Social are ubiquitous in professional environments. For marketing candidates, competence with at least one of these platforms demonstrates that you can plan, schedule, monitor, and analyse social activity at scale rather than posting ad hoc.
Hootsuite is well known for its multi-column dashboard that surfaces streams from different networks, keywords, and lists simultaneously. This makes it particularly powerful for social listening and reactive engagement—critical in industries where timely responses impact brand perception. You should be comfortable setting up streams to monitor brand mentions, competitor activity, and relevant hashtags, then routing important conversations to the right internal stakeholders. Being able to show how you’ve used Hootsuite analytics to refine posting times or content themes can further underline your strategic approach.
Buffer, by contrast, focuses on simplicity and streamlined scheduling, making it ideal for teams that prioritise consistent, planned content over complex monitoring. As a candidate, you should know how to build posting queues, tailor posts for each network, and interpret performance reports that highlight top-performing content. This helps you answer practical questions such as: Which topics drive the most click-through to our website? Which formats—carousels, short videos, link posts—tend to generate the highest engagement on each platform?
Sprout Social combines publishing, listening, and customer-care features with especially strong reporting and team-collaboration capabilities. Its unified inbox and CRM-like profiles make it easier to manage customer enquiries and track individual user interactions over time. If you’re interviewing for roles where social media intersects with customer support or community management, being able to explain how you’d use Sprout to maintain response-time SLAs and measure customer sentiment can be a significant advantage. Across all three tools, the underlying skill is the same: turning scattered social interactions into structured data and deliberate strategy.
Content management systems and website builders: WordPress, webflow, and shopify
Your website is often the central hub of your digital ecosystem, and the ability to manage it without constant developer intervention is invaluable. Content management systems (CMS) and website builders such as WordPress, Webflow, and Shopify empower marketers to create, edit, and optimise pages directly. Hiring managers consistently favour candidates who can update landing pages, publish blog content, and implement basic on-page SEO changes themselves, rather than waiting in line for engineering resources.
WordPress remains the dominant CMS globally, powering more than 40% of all websites. As a marketing candidate, you should be familiar with its core concepts: themes, plugins, custom post types, and the block editor. Practical skills include creating and editing pages, configuring SEO plugins like Yoast or Rank Math, managing menus, and ensuring that forms correctly capture leads into your CRM or email platform. When you can speak to how you’ve improved page performance, search visibility, or conversion rates using WordPress, you demonstrate hands-on capability rather than theoretical knowledge.
Webflow has gained traction among design-led teams because it combines visual layout control with clean, exportable code. It sits between traditional CMS platforms and hand-coded sites, giving marketers and designers far more flexibility in creating bespoke landing pages and marketing experiences. Understanding Webflow’s box-model approach, interactions, and CMS collections allows you to collaborate closely with designers and quickly spin up campaign-specific pages without breaking brand guidelines. Employers value this agility, especially in fast-moving environments where speed to market can make or break a campaign.
Shopify rounds out the toolkit for marketers working in e-commerce, where product catalogues, checkout flows, and promotional campaigns are central. Being able to manage collections, configure discount codes, update product pages, and integrate marketing tools such as email apps or analytics pixels is essential. You should also understand the basics of theme customisation and app selection, so you can balance functionality, performance, and cost. When you can explain how you used Shopify data—such as add-to-cart rates, average order value, or abandoned checkout reports—to refine campaigns, you show that you understand the full loop from traffic acquisition to revenue.