Marketing teams often report what is easiest to measure rather than what matters most to the business.

Impressions, clicks, engagement and lead volume can all be useful, but they become dangerous when they are disconnected from customer value, revenue, retention and commercial outcomes.

In this session, Marcelo Goudard explores how marketing leaders can build a measurement system that connects day-to-day activity with business performance.

The session covers leading versus lagging indicators, attribution limitations, customer lifecycle metrics, commercial accountability and how leadership teams can create a reporting cadence that supports better decisions rather than simply producing more dashboards.

The goal is not to measure everything. It is to identify the small number of signals that genuinely help a business understand whether its growth system is working.

Target audience: CMOs, marketing leaders, growth teams, founders and commercial executives.

Preferred format: 30–45 minute talk, followed by Q&A.

Suitable for: marketing, growth, analytics, leadership and business conferences.