Performance marketers should focus on understanding business operations rather than relying solely on marketing knowledge. The emphasis should be on connecting all metrics to revenue, starting from the end goal and working backward through leads and awareness. Marketers need to act swiftly instead of waiting for perfect tools and define actions based on metric outcomes. Furthermore, AI can enhance performance but requires a solid foundation of insight and narrative. Ultimately, fostering a culture that empowers teams to make informed decisions is crucial for success.
You need to earn a seat at the table. Your CFO doesn't need to understand marketing. You need to understand how they run the business.
Start from the end goal: Revenue and bookings. Then walk back: what drives that? Leads. What drives leads? Awareness. You can connect every metric to the outcome.
For every metric, every test, we define upfront: what are you going to do if it turns green or red? If you don't have a clear 'so what', it's not worth running.
The real challenge isn't just metrics, it's culture. You need to give your team a mental framework for the thousands of decisions they make every week.
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