To get permission for brand investment, the speaker says marketers should become heavily revenue-focused in what they measure, as Kyle Lacy has done. Listen
The speaker says Kyle Lacy has always made great brand investments and knows how to get permission for them, and he likes to be measured against pipeline.
“that is probably how you get there is you become heavily revenue focused in what you're measuring”
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From The Job Market Just Completely Flipped (Nobody's Talking About It).