Proving Marketing's Financial DNA

B2B marketers love to talk about impressions and clicks. Partners love to talk about revenue. This episode is about closing that gap.Morgan Melnyk from MNP joins CMA Spotlight to unpack how a firm known for relationships, not funnels, builds a research-backed marketing strategy that doesn't just look good on a dashboard. We cover the MarTech spend nobody questions until it's too late, why "vanity metrics" and "leading indicators" get confused constantly, and how the Consumer Debt Index turned proprietary research into real commercial traction. Plus: what to do tomorrow if you're stuck proving marketing's worth to people who only speak P&L.A conversation for anyone trying to earn credibility in the boardroom, not just clicks in the dashboard.