How to find out which marketing and sales activities really drive your business goals

The operational paradox: Full activity, but no certainty of impact

In the daily reality of modern companies, there is no shortage of activity – on the contrary: Marketing and sales teams are constantly on the move. New campaigns are being designed, social media channels are being used, advertisements are being placed, events are being planned, and touchpoints along the customer journey are being designed. At the same time, countless sales calls, product demos, trade fair contacts, and pitch appointments are taking place. From the perspective of the operational teams, everything is being done to generate momentum. But at the strategic level, one key question often remains unanswered: Which of these activities really contribute to the overall business goal – and which do not?

This is precisely where a critical disconnect arises: while activities are executed excellently at the operational level, there is often a lack of evidence of how they are progressing toward the goal. This creates a situation in which everything is happening – but no one can say exactly what has an impact. The operational system is running at full capacity, resources are tied up, but uncertainty is growing: Are we really pulling the right levers? Or are we just optimizing at the margins?

When impact is not connected, activity becomes an illusion of progress

The reason for this uncertainty lies deeper than it seems at first glance: it is not a lack of tools, reports, or KPIs. Rather, there is a lack of a connecting strategic understanding – a clear, visual picture of how individual activities build on each other and contribute to the business goal. In many organizations, sales and marketing activities exist as if in separate states: they are active at the same time, but without clear interaction.

This creates a dangerous dynamic: success is measured by isolated metrics rather than by consistent goal achievement. A campaign may have excellent click-through rates, but if it does not generate qualified leads for sales, it remains an empty promise. An event may attract hundreds of participants, but if it does not result in a demonstrable business impact, the ROI is purely hypothetical. Without an impact chain, every activity remains a fragmented piece of a puzzle without a clear picture.

The invisible costs: blind spots, budget losses, and strategic delays

The result of this fragmentation is not only strategic ambiguity – it causes concrete, often underestimated costs. First, so-called blind spots arise: activities whose contribution to the business goal is not measured or is measured inadequately. These blind spots are treacherous because they create the impression of activity without demonstrably making a difference.

Added to this is a second phenomenon: budget losses due to prioritization based on gut feeling. If the impact of an activity is not proven, the loudest argument, the largest team, or the strongest urge to act often decides. Investments then no longer follow strategic relevance, but operational volume.

The third effect is particularly serious for management teams: decision delays. In the absence of clear impact chains, meetings become longer, reports more complex, and discussions more protracted. There is a lack of evidence to make bold decisions – and thus often a lack of speed, which is crucial in dynamic markets.

The turning point: From a collection of measures to a continuous impact chain

Solving these structural problems requires more than just a new dashboard. What is needed is a radical change of perspective: away from looking at isolated activities and toward a systemic understanding of impact chains. Every single activity – whether a marketing touchpoint or a sales activity – is part of a sequence of events that, taken together, influence the business objective.

This chain does not begin with the sales pitch, but much earlier: with the perception of the brand, the first emotional impulse, the fit between the narrative and the target group. From there, a common thread runs through all contact points – social media, landing pages, events, outbound campaigns, personal conversations – to the final conversion or conclusion.

The crucial step is to make this impact chain visible and measurable. Every activity needs a defined follow-up action. Every step needs a clear KPI with a target value. And every KPI must be able to show whether the desired effect is actually being achieved. Where this connection is missing, risk begins.

What counts in implementation: clarity, relevance, context

This type of strategic modeling does not work with standard reporting metrics. It only works when three elements come together:

First: a clear definition of the goal.

What is to be achieved – and in what time frame? Revenue? Lead volume? Contract values? The target KPI must be clear and relevant.

Second: a connection between all activities along defined follow-up actions.

Example: An event visit should lead to an appointment; an appointment to a demo; a demo to an offer. Only when this chain is defined without gaps can its effectiveness be measured.

Third: the ability to reveal weaknesses and dead ends.

If an activity is not connected to a follow-up action – or if its KPI is permanently in the red – this must be recognizable and addressable. This is the only way to achieve strategic controllability.

A new type of control: visualizing impact, breaking down silos

The key to implementing this mindset lies in the ability to visualize all these chains, activities, and connections in a single system – not at the level of KPIs, but at the level of strategic logic.

This is where cosmos™ comes in – the Target-Centered Strategy Platform, developed to close precisely these structural gaps. cosmos™ translates complex ecosystems into a single, goal-oriented picture: impact chains, touchpoints, target groups, market position, communication, and sales – all presented in a strategic correlation.

The special feature is the graphical representation:

Each activity is linked to a business goal. Its follow-up actions are visible. Its status is color-coded – green when the target value is achieved, yellow when there is fluctuation, red when there is underperformance. Instead of wading through reports, the management team can see at a glance where the problems lie – and where the levers for growth are.

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The impact unfolds in interaction – not in individual measures

Even more important than the individual impact chain is the context: cosmos™ embeds these chains in a holistic view of the entire ecosystem. This makes it clear:

• How brand positioning pays off for the buyer persona
• How the narrative is linked to the product strategy
• How touchpoints along the journey build on each other
• How sales materials, events, and digital campaigns interlock
• Where there is room for optimization – and where opportunities await

This strategic clarity creates a new reality: decisions are no longer “felt” but guided – by the system itself.

The strategic advantage: clarity, speed, impact

What emerges on this basis is far more than just a reporting upgrade. It is a new model for strategic work: faster, smarter, more secure.

• Clarity replaces interpretation.
• Speed replaces coordination processes.
• Impact replaces actionism.

Management teams recognize early on where an activity is not fulfilling its potential – and can take countermeasures before the budget is burned. At the same time, unexpected opportunities become visible because positive deviations immediately catch the eye. In both cases, the company gains something rare: sovereignty in strategic management.

Conclusion: Understanding impact means ensuring sustainable growth

The era of isolated performance marketing is over. Decision-makers don't need more KPIs, but rather a correlation that shows across departments what has an impact – and what doesn't. This is the only way to focus resources, align teams, and accelerate growth.

cosmos™ delivers exactly that:

A platform that translates all marketing, brand, and sales activities into impact chains that lead to business goals – embedded in a holistic, visual logic.

The result is a strategic management system that provides orientation and helps set the right priorities.

Get started now with your free cosmos™ account – no contract, no credit card required!