FIXING THE DISCONNECT BETWEEN MARKETING AND REVENUE

Summary from the TLDR Marketing newsletter

Many companies do plenty of marketing but fail to drive revenue because their efforts aren't tied to real business outcomes. Teams chase vanity metrics like clicks and impressions instead of focusing on pipeline and sales. Misalignment between marketing, sales, and finance creates confusion, while short-term thinking prevents learning. Real progress comes when marketing is accountable for revenue, shares goals with sales, and functions as core business infrastructure that turns activity into measurable growth.