Marketing isn’t just about getting attention – it’s about driving revenue. But how do you help cannabis businesses make that shift?

In this episode, DOPE CFO Certified Advisor Raymond Guns, CPA, sits down with Jenny Lamboy, VP of Strategy at Hybrid Marketing and 4B Marketing, to discuss how cannabis companies can align their “Why” with strategies that deliver measurable growth. 

Jenny shares her expertise in helping businesses overcome legacy mindsets, adopt meaningful KPIs, and turn their best clients into powerful brand advocates.

What You’ll Learn:

- Connect Marketing to Revenue: Help clients view marketing as a revenue-generating investment by aligning their “Why” with measurable business outcomes. This ensures every dollar spent ties back to growth.

- Overcome Legacy Mindsets: Educate clients on transitioning from outdated, reactive approaches to data-driven strategies that build trust and long-term brand value.

- Leverage KPIs for Smarter Decisions: Encourage clients to focus on real, actionable KPIs that reflect profitability and customer retention, rather than vanity metrics.

Understanding how marketing drives revenue can help you provide more strategic advice to your clients. By recognizing marketing as a critical revenue-generating channel, you can guide clients toward smarter investments that directly impact their bottom line.