This episode of The Marketing Week Podcast is a must for any marketer navigating the industry's enduring and fresh challenges.
Professors Byron Sharp and Jenni Romaniuk of the Ehrenberg-Bass Institute join editor-in-chief Russell Parsons live from Cannes Lions to cover topics such as influencing finance departments, growth for small brands and AI \"hype\".
\"[Marketers] should stop trying to pretend they're amateur CFOs and stealing terms like ROI and things like that, which just make the CFO think the marketers are jerks,\" says Sharp. \"The job of the marketer is to explain to the CFO what they're trying to achieve and put forward some appropriate metrics to be measured on, not promises of huge leaps in market shares and sales.\"
They also discuss why an obsession with some metrics is leading to wasted budget and their opinion on the industry's purpose pushback, as well as interrogating some of marketing's biggest myths.
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