Upper-funnel brand media has traditionally relied on metrics like awareness and reach, but these don't always translate to useful metrics for finance teams. Economic pressure often leads to budget reallocation, hurting long-term growth.
The outcomes era has changed this by tying upper-funnel activity to sales, creating a shared language for valuing advertising investments. Transaction data now allows for a clearer picture of what drives growth and how each stage of the funnel contributes.
This shift benefits CMOs, CFOs, agencies, creatives, and even traditional channels like linear TV. When everyone works from the same source of truth, the focus shifts from defending budgets to growing them. The outcomes era is an era that will define the industry for years to come.
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Why the Outcomes Era Is a Win for the Top of the Funnel: Connecting Brand-Building to Sales
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