Marketing ROI & the 95-5 Rule: What CMOs Should Actually Measure with Jeff Ignacio

Episode notes

#9 - If your CEO is asking for marketing ROI and you’re not sure how to answer, this episode will change how you think about measurement entirely. Most marketing leaders are being held to a single attribution model and a handful of demand gen metrics — and missing the bigger picture entirely. Jeff Ignacio, a 10-year revenue operations leader with a background in FP&A at Intel and Google, brings a rare blend of finance and go-to-market expertise to one of the most contentious topics in B2B marketing: how do you actually measure what marketing is doing? In this episode, Mandy and Jeff dig into the 95-5 rule, multi-touch attribution, the dark funnel, and why tying marketing ROI exclusively to pipeline source is one of the most common and costly mistakes CMOs make today. If you want to lead like an operator and finally make a compelling case for the full value of marketing — this is the conversation.