Pass Type: All Access Pass, Main Conference Pass
Session Type: Concurrent Session
Session Topic: Measurement, Attribution, & ROI
When budgets tighten, marketing is often first on the chopping block. Why? Because most marketing teams can’t articulate ROI in CFO-friendly language.
Tarah Neujahr will share the measurement frameworks that protected—and grew—a marketing investment through an IPO and multiple budget cycles. You’ll learn why cutting demand generation for short-term lead gen ultimately hurts pipeline, how to present marketing as a revenue driver rather than a cost center, and specific metrics finance leaders actually care about (hint: it’s not MQLs).
This tactical session will give you the exact reports, dashboards, and talking points you need for your next budget conversation. And you’ll leave with a CFO presentation template you can customize for your next board meeting.
In Tarah’s session you’ll learn how to:
