Course 5: Marketing intelligence

Seeing demand quality, not just volume

Marketing often optimizes for activity metrics that correlate poorly with long-term revenue. This course reframes marketing as the first predictive layer of the revenue system — responsible for shaping demand quality, not just generating volume.

We examine customer selectivity, segment response and downstream effects to understand how campaigns influence revenue months later. Rather than attributing outcomes after the fact, marketing intelligence asks what kind of revenue is being created.

Marketing becomes an intelligence function when it informs where growth is durable, not just where clicks occur.

You will learn:

• Why volume metrics mislead
• How customer selectivity starts in marketing
• What campaign forecasting really means