Why CMOs Are Abandoning Vanity Metrics for Revenue Attribution

Episode notes

Lucas and Luna dissect why some of the biggest CMOs are now tying every marketing dollar to revenue outcomes, not impressions or clicks. They focus on how Procter & Gamble's former Chief Brand Officer Marc Pritchard led a quiet revolution in marketing accountability, pushing for third-party verified metrics and tying brand campaigns to shelf-level sales data. The episode digs into the specific metric Pritchard championed - 'validated gross rating points' - and why it's spreading across CPG and beyond. Lucas shares a startling stat: 70 percent of digital ad impressions in 2025 never reached a human. Luna pushes back on whether full attribution is even possible in B2B. The hosts also touch on the pushback from agencies and ad platforms resistant to transparent measurement. A concrete takeaway: how one mid-tier DTC skincare brand cut ad spend 30 percent and grew revenue 12 percent simply by killing campaigns that didn't correlate with transactions.

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