SBP 052: Future of Marketing Departments with Hanna Riberdahl and Kaj Johansson.

In our first guest interview for 2024, we have the pleasure of hosting Hanna Riberdahl, CEO of the Swedish Federation of Advertisers (Sveriges Annonsörer), and Kaj Johansson, Managing Partner and Co-Founder of Kapero.

In this episode, we delve into Kapero's recent study revealing that marketing departments are overwhelmed with production tasks, often at the expense of generating true business value. Our conversation also explores how organizational design can impact marketing effectiveness and addresses the pitfalls of approaches like "Performance Marketing" and "Growth Hacking," which may inadvertently undermine the business value of marketing.

Tune in for an insightful discussion that promises to reshape your perspective on modern marketing departments' challenges and opportunities. This is a must-listen episode – we hope you thoroughly enjoy it!

Our Guests

Hanna Riberdahl

CEO of Sveriges Annosorer (Sweedish Federation of Advertisers)

https://www.linkedin.com/in/hanna-riberdahl-b5967816/

https://www.sverigesannonsorer.se/om-oss/

Kaj Johansson

Managing partner and co-founder of Kapero

Management Consultants Specializing in Marketing, Communications and Media

https://www.kapero.com/

https://www.linkedin.com/in/kaj-johansson-7808311/

Our Hosts:

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

Future of the Marketing Department: https://kapero.com/en/the-marketing-department-23-report/

The Effectiveness System: https://www.sverigesannonsorer.se/wp-content/uploads/2023/09/The-Effectiveness-System-2.0-final.pdf

Timestamps

0:44 - Intro to Kaj & Hann

2:48 - Why look into the effectiveness of marketing departments

5:19 - How org design affects marketing effectiveness

7:05 - The assumptions to test in this study

8:20 - Getting the perception of marketing from Sales, CEOs, CFOs and marketers

13:38 - Everyone agrees on what marketing departments should do but not how to do it

14:45 - The surprising finding about the marketing’s strategic contribution to the business

18:23 - The overwhelming similarities between B2B vs. B2C marketing departments

21:00 - Why marketing departments need fewer KPIs split into two sets

25:10 - The responsibilities of the marketing department don’t match their primary KPI

30:45 - Why “Performance Marketing” and “Growth Hacking” undermine marketing’s business value

33:39 - The risk with using digital metrics from Facebook and Google

35:34 - Why digital metrics for data-driven marketing is a big problem

37:55 - How digital metrics and big data has impacted the structure of marketing departments

41:15 - Why understanding baseline sales is so valuable

42:30 - Marketing needs to have an opinion about the 3 other Ps outside of promotion

44:15 - The impact that channel specialization has had on marketing budgets

46:38 - The contradiction with media optimization

50:15 - The future of marketing is not about building data-driven agile teams

52:50 - Modern marketing departments can create more value by doing less

56:25 - The skills modern marketing departments need more training with

1:03: - The opportunity to generate insights from voice of the customer research

1:06:32 - The dangers with insights from voice of the customer research

1:12:11 - Post pod with V and Marc

Where to Listen:

Apple Podcasts: https://podcasts.apple.com/ca/podcast/the-sleeping-barber-a-business-and-marketing-podcast/id1609811324

Spotify: https://open.spotify.com/show/4v0kaM350zEY7X2VBuyfrF?si=7083317d5afd488b ⁠⁠

Google Podcasts: https://podcasts.google.com/feed/aHR0cHM6Ly9hbmNob3IuZm0vcy84MWVjYWJhNC9wb2RjYXN0L3Jzcw?sa=X&ved=2ahUKEwji_oSOopP-AhXnlo4IHTZKBgYQ9sEGegQIARAC

Youtube: https://www.youtube.com/@sleepingbarberpodcast

© 2024 Sleeping Barber