u/AST_Consulting

Has this ever happened in your company?

Your marketing team is super excited they just hit 2 million impressions on a campaign. High-fives all around, dashboards are green, and everyone’s feeling great.

Then you walk into the leadership meeting and the CFO looks up and asks, “Why is revenue completely flat?”

Same campaign. Two very different reactions.

This keeps happening because most teams still treat impressions (or reach, clicks, engagement, etc.) as success, when what actually matters is revenue and pipeline.

Drop your thoughts below. Especially interested if you’ve had this exact marketing-vs-finance tension in your org.