I Teach Marketing Teams How to Drive Revenue. Most Are Making the Same Costly Mistake

Every dollar spent on your marketing is a bet. Do you know the odds?

EXPERT OPINION BY PAM DIDNER, B2B MARKETING CONSULTANT AND AI STRATEGIST

Illustration: Getty Images

I recently spent two days teaching workshops at an industry conference for wholesale distributors—rooms full of sharp operators trying to answer one question: how do we connect marketing spend to revenue, not just impressions and email opens? Impressions don’t pay the bills. Revenue does.

Many of them ran companies where “the marketing team” was one person and a........

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