{"type":"rich","version":"1.0","provider_name":"Transistor","provider_url":"https://transistor.fm","author_name":"Is Anything Real?","title":"Paid Ads Are “Air Cover,” Not Pipeline | Ep. 51 w/ Penny Hill (Three Threads Consulting)","html":"<iframe width=\"100%\" height=\"180\" frameborder=\"no\" scrolling=\"no\" seamless src=\"https://share.transistor.fm/e/0755e4cd\"></iframe>","width":"100%","height":180,"duration":1048,"description":"Penny Hill (Three Threads Consulting) brings a reality-first leadership take on one of the most worshiped myths in B2B marketing: that paid ads drive direct revenue.In 25 years, Penny says she’s never seen paid ads tie cleanly to direct revenue in B2B...and that the real role of paid is often air cover and brand surround sound, not pipeline heroics.  We also dig into the leadership failures that quietly wreck growth:ICPs that are too complex to operationalizeattribution models that create sales vs marketing turf warsdashboards that reward quantity over qualityPenny shares what to simplify, what to measure honestly, and how to stop gambling with budget and start building a system sales can trust.  Guest: Penny HillLinkedIn: https://www.linkedin.com/in/penny-hill-644a42/Three Threads Consulting: https://www.threethreadsconsulting.com/Host: Adam W. BarneyTransition Leadership Foundation Call (20 min): https://calendly.com/adamwbarney/foundation-call-20min","thumbnail_url":"https://img.transistorcdn.com/Qn6TLpgWpRcPjyPIUKbjo4kO0hmw0xfZwNq28E-eqNw/rs:fill:0:0:1/w:400/h:400/q:60/mb:500000/aHR0cHM6Ly9pbWct/dXBsb2FkLXByb2R1/Y3Rpb24udHJhbnNp/c3Rvci5mbS9jYTRk/YjIxZjYwNmEyOGI5/Nzc1ODRjNWM5NjQ3/MjE2NC5qcGc.webp","thumbnail_width":300,"thumbnail_height":300}