Connect demand-generation budgets to buying progress
Emanuela Mafteiu explores how demand-generation teams can explain their investment when every budget line is under pressure. Her account connects buying groups, sales coordination and measurement across the journey rather than relying on a single lead metric. Read it when planning a campaign with a long sales cycle or discussing performance with finance. The useful question is whether the team can connect media activity to meaningful buying progress and business value, while recognising that a recorded touchpoint is not proof of causation.
PPC Hero · Published
Why make time for it?
Useful for aligning media, sales and finance around a longer buying journey.
What to look for
- Agree which buying-stage changes matter to the business.
- Bring CRM and sales feedback into budget reviews.
Keep in mind
Practitioner experience and examples, not a controlled study. Attribution can inform decisions but cannot on its own prove causal revenue impact.
Take this question into the article
Which buying-stage signal would justify retaining or changing the budget?
The people behind the article
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Read the full articleReading notes reviewed 30 Sept 2026. The publication date above belongs to the original source.