Latest / The CMO Podcast with Fexingo: Marketing Leadership, Budgets, and Executive Strategy
Why CMOs Are Abandoning Vanity Metrics for Revenue Attribution
Lucas and Luna dissect why some of the biggest CMOs are now tying every marketing dollar to revenue outcomes, not impressions or clicks. They focus on how Procter & Gamble's former Chief Brand Officer Marc Pritchard led a quiet revolution in marketing accountability, pushing for third-party verified metrics and tying brand campaigns to shelf-level sales data. The episode digs into the specific metric Pritchard championed — 'validated gross rating points' — and why it's spreading across CPG and beyond. Lucas shares a startling stat: 70 percent of digital ad impressions in…
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