What are the challenges in optimizing brand revenue?

The biggest challenges lie in fragmentation and misaligned metrics. Revenue optimization requires cross-functional coordination between marketing, product, sales, and CX. But teams often work in silos and chase isolated KPIs that don’t always translate to revenue impact. Other challenges include poor data quality, slow testing cycles, lack of clarity on customer segments, and over-reliance on top-of-funnel growth. Brands also struggle to balance short-term wins with long-term value creation. Solving this requires a unified approach, fast iteration, and clear attribution across the customer journey.