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Unlocking the True Value of Marketing™: From Attribution to Enterprise Impact

Published on October 13, 2025

About this video

AI is rewriting how we target, engage, and persuade customers—but most KPIs are stuck in the past. True Value of Marketing™ (TVM), introduced in Harvard Business Review, resets the scoreboard.

It fuses revenue lift, margin impact, capital efficiency, and long-term customer profitability into one decisive metric that shows whether marketing is value-creating or value-eroding.

Watch this session to learn how to:

  • Decode True Value of Marketing: the formula, data inputs, and why it outperforms attribution/ROAS.
  • Unlock growth: case studies where True Value of Marketing reallocated budgets and reshaped portfolios.
  • Operationalize: embed True Value of Marketing in planning cycles, AI-driven optimization, and board reporting.

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