Follow The Money
advice from Jacqui Chew
A manager once said to me “follow the money.” I didn’t fully appreciate the meaning then and this is my interpretation now. Marketing needs to drive revenue. Depending on a company’s business model such as a SaaS tech company, it could drive up to 80 percent of revenue.
The fallacy, though, is that every tactic has to have direct revenue attribution. It doesn’t, but marketing tactics need to be measured against how they are contributing to the buyer journey and optimized and when necessary removed from the marketing mix.