The short version

Lou Paskalis predicted on December 1, 2024: ““The industry will likely accelerate the retreat from proxy metrics in favor of direct growth indicators. Chief Financial Officers are increasingly demanding clear links between marketing investments and revenue growth while demanding that virtually every investment lead to a reduction in the almighty CAC.”” Verdict: Called it. CFO pressure on marketing increased, leading…

Prediction by

Lou Paskalis

On December 1, 2024

““The industry will likely accelerate the retreat from proxy metrics in favor of direct growth indicators. Chief Financial Officers are increasingly demanding clear links between marketing investments and revenue growth while demanding that virtually every investment lead to a reduction in the almighty CAC.””

Follow-up

CFO pressure on marketing increased, leading to more emphasis on incrementality, revenue attribution, and profitability. Many brands tightened performance frameworks, moving toward CAC, LTV, and contribution margin, and re-evaluating brand and upper-funnel investments in terms of long-term growth, validating the retreat from proxy metrics.

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