Marketing vs. Finance: The eCommerce Growth Problem | Gavin Trippe

Marketing says growth is working. Finance says the numbers don’t add up. So who’s right? In this episode of Selling on Giants, Will Haire sits down with Gavin Trippe of P1 Commerce to reveal one of the biggest problems facing growing eCommerce brands: the disconnect between marketing and finance. When CMOs and CFOs operate from different playbooks, brands can end up scaling the wrong channels, misreading attribution, and wasting marketing dollars without understanding what is actually driving incremental growth. Gavin shares how brands can build a measurement system that connects marketing performance to real financial outcomes—and why omnichannel growth across Amazon, DTC, retail, and owned channels requires a very different way of thinking about marketing spend. In this episode, we discuss: • Why marketing and finance teams often disagree on what’s actually driving growth • The hidden cost of misalignment between CMOs and CFOs • Why traditional attribution is becoming harder to trust • How brands can build a shared growth model across marketing and finance • The difference between channel performance and true business impact • How incrementality, MMM, and forecasting can improve decision-making • Why eCommerce brands need to measure total omnichannel growth—not just DTC revenue • Where brands are wasting money because of poor measurement • How AI could change attribution, forecasting, and marketing measurement The big takeaway: If you can't confidently answer what is incremental, you can't confidently scale. Connect with Gavin Trippe & P1 Commerce: Website: https://p1commerce.com/ LinkedIn (Gavin Trippe):   / gavintrippe   LinkedIn (P1 Commerce):   / p1commerce   🎧 Subscribe to Selling on Giants for more conversations with eCommerce operators, marketplace experts, and industry leaders shaping the future of Amazon, Walmart, DTC, and omnichannel commerce. #eCommerce #eCommerceGrowth #MarketingStrategy #MarketingAnalytics #Amazon #Omnichannel #eCommerceMarketing #Attribution #CFO #CMO