"When marketers go into senior meetings and talk about millennials, attribution [and] segmentation, people are losing their will to live. Because why would they care? They care about revenue. Very simple."

-Thomas Barta, a Marketing Week columnist and the author of “The 12 Powers of a Marketing Leader.” Barta recommends marketers “get in bed with the devil” and work with finance, and talk to the rest of the board about budget, revenues, customers and profit in his recent post on MarketingWeek.com.