On why spend and effort produce results in some organizations — and not in others.
The gap between what marketing reports and what revenue shows is not a measurement problem. It is a structural one — and how an organization responds to it reveals how the marketing function is actually set up to operate.
Revenue inconsistency is not random. It follows from something structural in the way the system was designed.
Data is evidence of what happened. It is not instruction about what to do next.
If this raised a question — it's worth a conversation.
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