There is a famous saying that goes something like this "Half of my advertising (marketing) investment is wasted, the trouble is I do not know which half". This quote is credited to John Wanamaker over 100 years ago, and many marketers feel the same in 2025!

Pranav Piyush is the founder and CEO, Paramark and they are attempting to make this quote not quite as relevant or correct in the future. Paramark is a marketing measurement and optimization platform designed to help businesses understand the true impact of their marketing efforts across various channels. By leveraging advanced statistical methods and machine learning, marketing and finance teams are better enabled to make data-driven decisions with confidence.

During today's conversation with Pranav, we cover a wide array of topics including:

• Aligning Marketing Investment to Outcomes - that matter to a CFO

• The concept of incrementality

• How to anticipate and measure channel specific diminishing returns

• Brand vs Performance measurements

• The top 3 metrics a CMO should be sharing with their CFO

If you are B2B Marketing leader responsible for budget and delivering an ROI on that budget, or a CFO looking to better understand how to measure the ROI on marketing expenses, this episode is a great listen.