Why Revenue isn't the right Metric

Matt Sciannella hosts Dale Harrison in a three part summer event series to cover the intricacies of Brand and Performance marketing. This is the first part of the final event: covering where Marketing ROI fails, and digging into the problems with measuring Revenue. 

Dale and Matt get into the conventional approaches to calculating marketing ROI, highlighting their limitations and presenting a more comprehensive framework. The discussion sets the stage for a robust understanding of marketing's true impact on a business's financial health.

Throughout the episode, Matt and Dale critique traditional metrics used by major platforms like Facebook, HubSpot, and Salesforce, arguing that these models fail to capture the real contributions of marketing efforts. They stress the importance of focusing on gross margins rather than revenue, and present a compelling argument for using contribution margin as a more accurate representation of marketing's ROI. The conversation also touches on the historical neglect of brand marketing in favor of performance marketing, particularly in the B2B sector, and the repercussions that this shift has had on long-term business value.

Episode topics: #marketing, #demandgeneration, #brand, #B2BSaaS, #digitalmarketing #ROI #return #investment

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Connect with the hosts:
Matt Sciannella

Dale Harrison