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 operationalize
• attribution models that create sales vs marketing turf wars
• dashboards that reward quantity over quality

Penny 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 Hill

LinkedIn: https://www.linkedin.com/in/penny-hill-644a42/

Three Threads Consulting: https://www.threethreadsconsulting.com/

Host: Adam W. Barney

Transition Leadership Foundation Call (20 min): https://calendly.com/adamwbarney/foundation-call-20min

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Adam W. Barney Transition Leadership Coach | Operating Rhythms That Hold Under Pressure 🎯 | Author & Podcast Host

Adam W. Barney works with transitioning leaders at pivotal moments - career shifts, leadership inflection points, and identity resets - helping them regain clarity, direction, and sustainable momentum.