27/09/2026
CEO: “So… did anyone buy?”
Marketing: 12 campaigns launched.
Sales: 300 calls made.
Marketing: 47K impressions.
Sales: 2K emails sent.
CEO: “Cool. how many customers?”
And suddenly…
everyone opens excel.
The lesson?
Activities create numbers.
Customers create revenue.
Reality check:
The CEO doesn't buy impressions.
The CEO doesn't frame your open rate and hangs it in the office.
The CEO wants customers. That's it. That's the whole KPI.
Marketing + Sales should ultimately chase the same metric:
Revenue!!