Here is a harsh statement that feels like a punch to the face:  If your Head of Marketing, Head of E-commerce, or Digital Marketing Manager is only interested in revenue targets and vanity metrics, you are on a dangerous path.  

The obsession with growing social followers, chasing likes, and celebrating viral moments, while ignoring the true profitability of your marketing efforts, is a recipe for disaster.

In the fast-paced world of digital marketing, it’s easy to get caught up in the hype. We celebrate the big campaign launches, the influencer shout-outs, and the impressive revenue numbers at the end of the month. Everyone wants to hit those top-line goals.  

But a high-performing marketing leader knows that revenue is only part of the story. If they aren’t equally, if not more, focused on contribution margins across every single campaign, then your business will suffer. 

Think about it: A campaign might generate $100,000 in revenue, but if the cost to acquire those customers and fulfill those orders leaves you with a contribution margin of just 5%, is that a true success?  

A marketing manager who only reports on a channel’s reported Return on Ad Spend (ROAS) is giving you an incomplete picture. This metric often ignores the entire cost of doing business—from product and shipping costs to the salaries of the team managing the campaigns.  

They are outsourcing their core responsibility to the platforms they're using or the external agencies they've hired. The performance of your advertising should not sit solely on the shoulders of an outsourced digital ad agency or be defined by a single, often manipulated metric. 

Also read: The Anti-Agency Narrative Is Getting Old

The Unspoken Responsibility of Marketing Leadership 

A truly effective marketing leader has a broader perspective. They understand that their primary goal is not just to spend a budget to generate revenue, but to drive the greatest possible profitability to ensure sustainable growth. They are constantly looking at the complete picture: 

• What is the true ROI after accounting for all costs? 

• Which channels are not just driving sales but are doing so profitably? 

• How can we manage our marketing spend in the most efficient way possible? 

This isn't about being against big launches or brand-building activities. It's about ensuring these efforts are a means to an end—that is, a healthy, profitable business—not an end in themselves.  

Making something go viral or getting an influencer to talk about your product is great, but if those efforts aren't translating into sustainable, profitable growth, they are simply an expensive distraction. 

This responsibility doesn't just fall on the marketing team. If you, as a business owner, CEO, or CFO, aren’t actively involved in ensuring your marketing budgets are spent wisely and effectively, you are also at fault.  

You must have mechanisms in place for consistent refinement and analysis of marketing data. Without this oversight, you risk falling behind competitors who are laser-focused on efficiency and profitability. Your business is not only at risk of failing; it's practically destined for it. 

Your Call to Action 

Book A Demo with us now to get that sobering discussion now.  

We will challenge your marketing leadership to look beyond the vanity metrics. Ask them about contribution margins, not just revenue. Demand to see the true ROI of campaigns, not just the channel-reported numbers. And most importantly, build a culture where everyone understands that the ultimate goal of marketing is to drive profitable, sustainable growth. 

Do you agree or disagree?