As part of our ongoing series on growth and measurement for CPG brands, we are continuing our deep dive into incremental sales lift. If you missed our last post explaining what incremental lift actually measures, we recommend starting there. Each post builds on the last. And if this conversation is helpful, subscribe to receive the full series directly in your inbox. Now let’s address the question that makes most leadership teams uncomfortable. Why does lift take so long? The

As part of our ongoing series on growth and measurement for CPG brands, we are now moving from measurement philosophy into specific tools. If you’ve been following along, we’ve covered defining growth, the CMO vs CFO tension, why no single metric works alone, and the risks of optimizing for the wrong question. Now we begin breaking down individual measurement approaches, starting with one of the most important. Incremental sales lift. Attribution Is Not the Same as Incrementa

As part of our ongoing series on growth and measurement for CPG brands, we’re unpacking how measurement shapes strategy, often in ways teams do not fully realize. If you missed our earlier posts on defining growth we recommend starting there: What is Growth The CMO vs CFO measurement tension Why no single metric can measure growth Now let’s talk about something even more subtle. Sometimes the problem is not the metric. It is the question behind the metric. When I worked in

As part of our ongoing series on growth and measurement for CPG brands, we’re breaking down the most common misunderstandings that shape marketing decisions. If you missed our earlier posts on defining growth and understanding the CMO vs. CFO measurement tension, we recommend starting there. And if this conversation is helpful, subscribe to receive the rest of the series directly in your inbox. Now let’s address one of the most common mistakes brands make when evaluating perf

If you’ve worked inside a CPG brand long enough, you’ve probably seen it happen. Marketing presents a plan built around reach, creative, and long-term brand investment. Finance asks how quickly it will pay back. Marketing shares brand lift projections. Finance asks about margin and cash flow. Marketing highlights awareness gains. Finance asks where the incremental revenue is.

This is the first installment in a series of blog posts around business growth and measurement for CPG brands. It’s one of the most misunderstood and miscalculated areas of measurement for brands, and we’re hoping to fix that.