SBP 014: Is Marketing in Trouble?

Marketing. It's meant to be at the core of every business, bridging the gap between product and customer. In this episode of the sleeping barber podcast, our hosts Marc Binkley and Vassilis Douros debate if our discipline is at a crossroads. They discuss a myriad of topics covering the lack of identity of our discipline, CMO tenure, and even misguided marketing perspectives. This episode will leave you reflecting on what you, as a practitioner, can do differently and how to better adopt evidence-based decision-making. Enjoy the show. ____________ The Sleeping Barber - A Marketing Podcast: Follow our updates here: https://www.linkedin.com/company/sleeping-barber/ Get in touch with our hosts: Marc Binkley: https://www.linkedin.com/in/marcbinkley/ Vassilis Douros: https://www.linkedin.com/in/vassilisdouros/ ____________ Literature: Special thanks to friends of our podcast, Kantar, for sourcing great literature for us. Creating better briefs - betterbriefs.com How CEOs Grade Their CMOs - Forbes Is The CMO Tenure Narrative Wrong? - Forbes Total Marketing ROI - Kantar The Imperative of Imagination - Kantar Media Reactions 2022 - Kantar The CMO Survey® - London Business School If there was a marketing effectiveness 'crisis,' it's now over - MarketingWeek Look at your brand from the customer's perspective, not the other way round - MarketingWeek Average CMO Tenure Holds Steady at Lowest Level in Decade - WSJ ____________ Timestamps: 0:46 - Intro 2:18 - Marketing has a lack of identity 3:58 - What happened when marketing was led without an executive 6:10 - The "Evidence" why marketing is in trouble: CMO tenure, misguided perspectives, lack of effectiveness 8:14 - The CMO unicorn & the disciplines needed to succeed 11:03 - The merging of CMO and CDO 13:30 - Media Mix Modelling and Multi-touch attribution 15:09 - It's the death of ___ 19:02 - The decline in marketing effectiveness 21:48 - The importance of creative 24:15 - Marketing has zero strategy 26:35 - Briefs and strategy 33:21 - The problem with quick wins 36:45 - Improving our metrics with evidence-based decision making 40:27 - Why do we default to myopic marketing myths? 43:15 - The misguided perspectives in marketing 48:00 - Are we really consumer-centric? 54:48 - The 4 Ps of marketing 57:17 - Conclusion - Is marketing really in trouble?