AMA Pittsburgh Lunch & Learn Webinar From Metrics to Market Share

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Lunch & Learn Webinars
Monthly virtual webinars hosted by AMA Pittsburgh, where we invite industry-leading marketers to share their insights and experiences with you!

From Metrics to Market Share: 3 Strategic Levers That Drive Revenue Performance

Marketing doesn’t have a creativity problem or a technology problem. It has a revenue discipline problem.

In this session, Greg Forsythe introduces “Prime 3”, three strategic shifts that help marketers and agencies move beyond vanity metrics and reclaim their role as revenue drivers inside the organizations they serve.

First, you’ll learn how to anchor strategy and budget decisions to true revenue metrics including ROMI, ROAS, Customer Lifetime Value (CLV), Average Order Value (AOV), and Average Lead Value (ALV). You’ll learn why traffic and engagement aren’t dependable performance metrics anymore.

Second, Greg reconnects the 4Ps of Marketing with the 4Cs of Consumerism, showing how product viability, customer need, and demand directly influence campaign success. For agencies, this framework becomes a strategic filter, helping identify when marketing can accelerate growth and when deeper alignment is required.

Finally, Greg outlines a disciplined approach to competitive strategy by distinguishing between perceived competitors, actual competitors, and emerging challengers. By mapping the full competitive ecosystem, including substitutes and disruptive entrants, marketers can uncover positioning gaps, sharpen differentiation, and build real competitive advantages rather than short-term wins.

Attendees will leave with three actionable frameworks they can apply immediately to strengthen strategy, improve outcomes, and elevate marketing’s credibility as a revenue-driving function.

Presented By:

Greg Forsythe, President, Marketing Oversight

About The Speaker:
Greg Forsythe is President of Marketing Oversight and a Fractional CMO known for challenging one of marketing’s most comfortable habits: measuring everything except revenue.

With more than 20 years of executive experience across higher education, technology, retail, healthcare, finance, and energy, Greg has held multiple leadership roles, including serving as CMO for a leading global cosmetics company. Earlier in his career, he founded a branding agency that won multiple industry awards before moving into executive and advisory leadership.

Greg’s work focuses on replacing vanity metrics with revenue-based performance frameworks that hold marketing accountable to financial outcomes, not just dashboards. A frequent speaker and published voice on digital marketing technology and performance measurement, he advises organizations on integrating AI into strategic decision-making rather than tactical automation.

He is currently collaborating with investors to develop AI-driven software solutions designed to automate and align marketing activity with revenue growth.

When he’s not challenging conventional marketing wisdom, Greg enjoys time with his wife and daughter — and the occasional heavy metal concert.