Transforming Marketing Attribution and Accountability in the Digital Age With Brandon Rhoten

About Guest

Brandon Rhoten is the Chief Marketing Officer at GroundTruth, an advertising platform that uses real-world location and purchase data to show how media drives store visits and revenue. As the former CMO at Wendy’s, Papa John’s, and Potbelly, Brandon was instrumental in building Wendy’s groundbreaking digital and social marketing programs, contributing to 40 consecutive quarters of growth for the brand. In addition to his executive experience, he is a tech investor, advisor, and recognized trailblazer in blending art and science to drive marketing ROI.

In this episode…

Marketing was supposed to get easier once everything went digital, yet many teams feel more overwhelmed than ever. With endless dashboards and touchpoints to untangle, proving what actually drives revenue has become its own full-time job. So in a world where every impression is technically “trackable,” why are so many companies still flying blind?

According to Brandon Rhoten, a longtime marketing leader known for marrying creativity with accountability, the real issue isn’t a lack of data; it’s that most organizations still treat marketing like a black box instead of a measurable driver of business results. He explains that the shift begins with embracing both sides of the craft — the art that earns attention and the science that proves impact. He points to everything from funnel complexity to outdated buying habits as reasons leaders still struggle with attribution. But when companies learn to connect media exposure to real-world behavior, the fog lifts. The bigger payoff, Brandon says, is a marketing function that’s finally seen as an investment rather than a cost.

In this episode of the Revenue Engine Podcast, host Alex Gluz is joined by Brandon Rhoten, Chief Marketing Officer at GroundTruth, to discuss how modern marketers can finally link advertising to tangible business outcomes. You’ll hear why attribution is still broken, how to rethink media through an omnichannel lens, and what it takes to align marketing with the CFO’s expectations. Brandon also shares practical advice on using AI to sharpen both strategy and creative execution.

A glimpse of what you will learn

• [01:10] Brandon Rhoten talks about how GroundTruth connects real-world foot traffic to media
• [03:56] Why marketing attribution is still a struggle in 2025
• [06:42] The flaws in linear buyer journeys and funnel tracking
• [08:08] How blending digital and physical data uncovers gaps in the customer experience
• [13:45] Why marketers struggle to show ROI in the concrete financial terms CFOs require
• [17:47] Understanding how cutting marketing during financial pressure affects long-term results
• [21:27] How balancing art and science transforms marketing effectiveness
• [24:49] The move away from TV toward more targeted, measurable digital ad formats
• [31:44] The technology tying ad exposure to in-store visits
• [36:42] How AI is reshaping media optimization and creative at scale

Resources Mentioned in this episode

• Alex Gluz on LinkedIn
• T.A. Monroe Digital Agency
• Brandon Rhoten on LinkedIn
• GroundTruth
• Emil Brolick on LinkedIn
• Mike Cessario on LinkedIn
• Buc-ee’s

Quotable Moments

• "So marketing is seen as an investment and not an expense."
• "If you have blind spots in your funnel now, it's your own fault."
• "People jump all over the place."
• "It's art in the service of commerce."
• "We have to find the ways that make it feel like magic, make it feel easy."

Action Steps

1. Align marketing language with business metrics: Communicating in terms of revenue, foot traffic, or pipeline helps executives clearly understand marketing’s actual impact.
2. Map the whole customer journey: Tracking sequences instead of isolated interactions reveals which touchpoints meaningfully influence conversions and long-term growth.
3. Test and validate attribution models: Running controlled experiments ensures your measurement approach reflects real business outcomes rather than platform-reported assumptions.
4. Balance creativity with measurable outcomes: Ensuring that bold ideas also contribute to performance strengthens credibility and supports sustained investment in marketing.
5. Use AI to optimize campaigns continuously: Leveraging automation to analyze variables in real time drives more effective targeting, creative performance, and return on spend.

Sponsor for this episode

This episode is brought to you by T.A.Monroe Digital.At T.A.Monroe, we build world class revenue engines for B2B SaaS companies. What that means is we do everything behind the scenes to generate you tons of qualified leads, opportunities and customers.

1. We build highly effective marketing systems and scale their profitably through our demand generation strategies.
2. We think scientifically on how to scale your demand and revenue.
3. We bring decades of experience.

Email us at alex@tamonroe.com or visit www.tamonroe.com today to schedule a strategy session or learn more about our mission.