""The problem with being focused on revenue is that your marketing feels like you're just throwing spaghetti at the wall," says Oloyede. "You just chase leads all day. 'They didn't click my email, let me move on to the next topic, and see if that works. And you jump and jump and jump.'" She points out that the instant gratification within digital marketing has raised a generation of marketers who have never been given the fundamentals. Which works until it doesn't."
""I was raised in the digital marketing space. I didn't know a time before that. And when I went to grad school, I realized: We're not actually doing marketing. We're sending out content and getting leads. But we're not building relationships, communicating effectively, and trying to build affinity." "You can't serve two masters. If I serve the CEO, that's revenue. If I'm going to serve the customer, I have to slow down. I have to have patience.""
Marketing must prioritize serving customers and building relationships instead of solely chasing short-term revenue. Overemphasis on revenue produces reactive behaviors like constantly testing content for clicks rather than cultivating affinity. Digital marketing's instant-feedback loop has created practitioners who may lack foundational skills in communication and relationship-building. Serving executive revenue targets often forces speed and transactional thinking that undermines long-term brand value. Demand generation constitutes executional tactics, not a strategy. A clear strategy defines objectives and informs which demand-generation activities to use. Slowing down and focusing on customer-centric strategies yields more durable growth and meaningful engagement.
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