An eight-figure pet ecommerce brand spent five straight quarters watching in-platform dashboards report big wins while actual forecasts fell short: ad spend climbed, net-new customer acquisition stalled, and cost-per-acquisition hit an all-time high. The issue wasn't creative or product messaging—it was a flawed media mix and misaligned attribution. 

During this session, Ralph Burns, Founder & CEO of Tier 11, examines how a full-business audit slashed bottom-funnel spend by 91%, and reallocated budget toward top-of-funnel demand creation. The strategic pivot scaled revenue from $12M to nearly $20M and dropped net customer acquisition cost (nCAC) from $193 to $109 on flat spend, while nearly tripling marketing efficiency ratio (MER), reversing five quarters of missed targets into four straight wins. 

Attendees will discover how to identify true revenue-generating channels versus passive credit-claimers, along with a proven blueprint for leveraging top-of-funnel strategy to ignite cross-channel growth.

After this session, you’ll be able to: 

• Budget Reallocation: Shift spend to unlock true top-line growth.
• CFO-Approved Attribution: Defend bold cuts with trusted data.
• Channel Measurement: Separate net-new sales from passive attribution.
• Efficient Scaling: Cut high-return-on-ad-spend (ROAS) channels safely without losing top-line revenue. 
• Full-Funnel Impact: Boost organic, email, and marketplace lift on a flat budget.