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.

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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/

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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

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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?