Smriti Dhingra, co-founder and chief systems architect of Chapter Two Collective, explains why scaling businesses need more than campaign optimization. She shares how marketing operations connect performance metrics to decisions about revenue, profitability, and channel investment. Discover why defining your website's role in the customer journey should come before choosing conversion metrics, and how qualitative insights and quantitative data help distinguish traffic problems from user experience issues. Smriti also discusses using a website diagnostic tool to assess client fit and offer practical tips. For founders and marketing leaders, this episode offers a business-focused approach to aligning teams, preserving context across platforms, and making marketing more useful to leadership.
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