Proving the brand-to-revenue pipeline
Psst…your funnel might be lying to you.
Most only show you the final step, and it’s usually what your CFO is hyperfixated on.
Where did the lead come from and did they purchase?
Last-click attribution at its finest.
A riddle for you:
You see an ad for a new face cream. You click and read the benefits and reviews, but don’t buy.
Later you scroll past an influencer raving about the product. You read the comments.
When you grab the mail, there’s a coupon to get 10% off the cream at a local retailer.
At dinner, your friend says Insta made her buy it.
Then you notice a new Sephora in town. You go in, chat with a sales clerk, use the coupon, and buy.WHO MADE THE SALE??
Many marketers would attribute it to the coupon and the Sephora clerk.
The ad, influencer, site visit? “Didn’t convert.”
Word of mouth? Not tracked.
But here’s the truth:
If any one of those touchpoints hadn’t happened, the sale might not have either.
So why do we keep building marketing funnels that ignore all of that?
Brand Layer
Purpose: Creates familiarity, trust, and preference
Examples: POV content, founder storytelling, earned media, design, values
KPIs: Share of voice, search lift, branded engagement
Demand Layer
Purpose: Educates and builds interest
Examples: Lead magnets, explainer videos, testimonials, nurture flows
KPIs: Page depth, CTRs, demo/start trial rates
Conversion Layer
Purpose: Drives the decision
Examples: Offer pages, CTAs, promotions, reps, sales enablement
KPIs: CAC, LTV, win rate, sales cycle length
If you only look at what's directly measurable, you're missing what’s impacting your customer in their everyday life. Marketing is not a bunch of activities that life in a vacuum, it’s a compounding experience.
So here’s what to do next:
Whiteboard your brand-to-revenue funnel. (Or use Mural if you prefer digital).
Ask yourself:
What makes people trust us before they ever click?
What makes them interested enough to explore?
What makes them ready to buy (and pay more)?
What are they thinking, feeling, and doing throughout our brand experience?
Then build your strategy (and reporting) around those layers.
Think about showing how your brand *earns* a sale and not just how it closes one. You’ll understand your customer more, get smarter about testing what works instead of guessing, all while building a flywheel that scales.
What's new in The Brand Insiders Club
June and July we are running a Summer Giveaway Challenge! The person that participates in the most prompts in Kara’s Journal will receive a 1:1 coaching session to do a deep dive into the prompt of their choice. The session will be a live stream for any Brand Insider Club member to join as listeners.
July 17: The Job Market Decoded by Sarah Halvorsen
August 14: Creating Meaningful Social Media Engagements by Aaron Kaufman
Not a member and want to try it out? Get your free day pass here.
What to know this week
JW Anderson goes lifestyle luxury The brand is expanding from fashion into homeware, collectibles, artisanal food, and immersive store experiences, signaling how luxe labels are broadening revenue streams beyond apparel.
“Anglercore” aesthetic surfaces Workwear and fly-fishing–inspired gear is trending in fashion, with fishing vests, rain jackets, and pocket-heavy clothing becoming style symbols, not just functional pieces.
Unilever uses AI to turbocharge influencer content Unilever is deploying AI-generated visual assets and digital twins to scale influencer campaigns, fueling viral reach and delivering billions in impressions.
Clueless × Bratz nostalgia collab A limited-edition Cher, Amber, and Dionne doll line is tapping into ’90s nostalgia and collectible culture, leveraging pop-culture heritage to build brand affinity.
Retail Brew: Physical stores still matter Despite e-commerce growth, 55% of enterprises say brick-and-mortar remains a top priority alongside mobile and social, highlighting continued value in physical touchpoints.
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