"Across dozens of B2B paid media accounts, from SaaS to service businesses spending five figures a month, we see the same pattern. Performance does not collapse overnight. It slows gradually. Campaigns keep running. Costs look stable. Leads still come in. But growth stalls. Leadership sees motion without insight. Decisions turn reactive. Paid media shifts from a growth engine to a cost center that has to defend its existence."
"A new specialist. A channel owner. A more senior role. Extra resources can ease the workload, but headcount alone rarely fixes the real problem. In in-house teams, three challenges are consistent: 1. Tracking and leadership visibility Leadership teams often lack a clear, shared view of how paid media drives pipeline and revenue. The data exists, but it's scattered across disconnected platforms, tools, and dashboards. Without strong integrations, even well-run campaigns operate with weak feedback loops, limiting how much they can improve."
Paid media performance often plateaus despite capable teams, budgets, and regular optimizations. Campaigns continue running and metrics can appear stable while growth stalls and pipelines flatten. The root cause is structural: fragmented tracking, weak integrations, and isolated teams narrow strategic perspective over time. Leadership often lacks a clear, shared view of how paid channels drive pipeline and revenue because data is scattered across platforms and dashboards. Hiring additional specialists typically eases workload but does not create stronger feedback loops or cross-functional performance leadership. Without integrated measurement and visible leadership metrics, paid media shifts from a growth engine to a cost center.
Read at MarTech
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