He's talking lead gen and KPI's. I used to use those same metrics. Now all I need to know is how much money am I sending on pipe, how pipe are we getting in the funnel and what rate do we win that pipe at. Basic unit economics.
David C. don't take this the wrong way I think your trying to have a different conversation than Ayse and I are having. No worries thank you for your input.
I agree, but this is where we are. I think we will eventually see a new role created that bridges the CMO/CRO and Finance, helping Finance understand GTM better.
Many people have their salaries and bonuses based on vanity metrics. Another issue is that many of these executives are not qualified to lead marketing or sales.
