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SBP 181: The Sharp Cut - The Incentives Trap: Revenue is a Vanity Metric [Part 2]
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Why do smart marketing teams keep optimizing for the wrong things?
In Part 1 of this Sharp Cut series, we explored Goodhart’s Law — when a measure becomes a target, it stops being a good measure.
But the real problem doesn't start on the marketing dashboard.
It starts two floors above it.
In this episode of The Sharp Cut, Marc Binkley and Vassilis Douros trace the incentive problem all the way from the boardroom to the media buy, showing how the pressure to maximize shareholder value, hit revenue targets, and prove short-term ROI cascades through the organization — eventually…
The skinny
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