RefractROI’s Post

Marketing Under Fire: Why CMOs Need to Step Up, Now More Than Ever! More and more CMOs are feeling the heat, with 47% now seeing marketing as a cost center (that’s up from 39% last year 2023!). This growing "perception" is putting serious pressure on marketing teams to deliver more while juggling shrinking budgets. *The Perception* Marketing isn’t just about pretty campaigns anymore—it’s about driving real business growth. If you’re not demonstrating ROI and aligning marketing with core business objectives, you’re falling behind. But I think 2025 is going to be a whole lot different.. The narrative that "marketing is a cost function" is poised to shift dramatically. As the market becomes saturated with AI tools—which are no longer a differentiator—we’re likely to see market consolidation. Medium to large and enterprise-level companies will begin to shift their focus, demanding more robust brand strategies. Currently, the marketing funnel is heavily bottom-focused in terms of spend, reinforcing the perception of marketing as a cost center. However, as the funnel realigns itself to prioritize top and middle-of-funnel activities, marketing spends and narratives will follow suit. Brands will increasingly expect marketing to drive brand equity and long-term growth, transforming the role of CMOs from cost managers to strategic growth leaders. All in all we the marketeers - will need to lean into data, tell powerful stories, and prove—without a doubt—that marketing is a profit driver. Build a marketing engine that doesn’t just support growth, but leads it. #CMOStrategy #MarketingLeadership #ProveROI #MarketingRevolution #BrandStrategy #MarketConsolidation #FutureOfMarketing #StrategicGrowth

As marketing leaders, we know the importance of understanding and improving the buyer's journey. I have been working with and advising a company called RevSure AI, which is changing the game—big shoutout to Deepinder Singh Dhingra and Alex Cox. They have this brand new video on buyer journeys, which aligns perfectly with a people-first approach. Here are three key takeaways: 1. Empathy-Driven Strategies: The video emphasizes the need to understand our buyers' emotions and challenges truly. By focusing on their needs and experiences, we can create more impactful and personalized marketing strategies. 2. Data-Backed Decisions: Combining qualitative insights with quantitative data helps us better understand our buyers. This balanced approach allows us to make informed decisions that resonate with our audience. 3. Building Trust Through Engagement: Engaging with buyers on their preferred platforms and listening to their feedback fosters trust and loyalty. The video highlights the importance of continuous engagement throughout the buyer's journey. These insights are crucial for marketing leaders aiming to create meaningful connections and drive growth. PS: We are hosting a dinner in Boston on June 6th. If you are a marketing leader in Boston, DM me if you want to come. It's small and intimate, but great convo for sure.

Marketers: The Truth Hurts 💥 As my latest MarTech article outlines, inflation, social media, and economic turmoil have exposed the cracks in the traditional marketing model. I want to thank Carlos Gil and David Teicher whom I interviewed for this article. Through bold and decisive action, both have shown us what it takes to be courageous leaders in the ever-changing marketing world today. Marketers, it's time to rise from the ashes. Like Carlos and David, We must redefine our roles, companies, and industry. The future belongs to those brave enough to rebuild. #marketing #consumertrust #authenticity #adapt

🚀 I sat down with the team at The Drum to answer their questions of why is marketing still fighting for a seat at the C-suite table? Despite our strategic role, many marketers face perception challenges that limit our influence. Here are five key areas we need to address: 1. Clarifying Brand Value: We must translate the impact of brand into language the C-suite understands. 2. Leveraging Social Media: These are powerful & effective channels that deserve our full attention. 3. CFO Collaboration: Strong partnerships with finance leads are crucial for aligning on metrics that demonstrate our value. 4. Data-Driven Strategies: Embracing data is essential for informed decision-making and optimizing marketing spend. 5. Client-Agency Dynamics: We need to clearly communicate the role and value of agency partnerships, especially as AI evolves our industry. Let’s elevate marketing’s influence together! What are your thoughts on overcoming these challenges? #Marketing #CSuite #Leadership #BrandValue #DataDriven https://lnkd.in/eUsEabfb

Maybe it's my algorithm, but a few weeks ago, I realized that almost every marketing thought leader on here falls into one of two categories: a) They work in MarTech and market to marketers/sales teams. b) They have an agency that is targeted towards helping marketers (aka they're marketing to marketers). I'm not sure how we got here. Is it because we're conflating working at a brand we recognize as having inherent expertise/mastery? Is it because marketers who work in martech/agencies have really bought into the idea that people buy from (personal) brands they like and that's why there's an over representation? Is it just my algorithm? As someone who markets to a very different vertical, I'm realizing that the tactics/thoughts being espoused don't always align with what works for my vertical. (My product is geared toward professional service firms). I'm also realizing that a lot of the thought leadership that is shared here gets super repetitive super quickly. While it is true that some marketing fundamentals are tried and true across every vertical, I, for one, would like to see more diversity in people sharing their expertise. And so, I'm starting a project to do just that. (Coming soon.) In the interim, I'd like to know: are there any marketers who don't market to marketers that you like and are worth a follow? #marketing #b2bmarketing #thoughtleadership #linkedinthoughtleaders

My 2025 Marketing Resolutions ✅ As a marketer, each year brings fresh opportunities to evolve, learn, and create impact—and 2025 is no different. This year, I’m setting my sights on becoming not just a better marketer, but a smarter one. Here are my marketing resolutions for the year: 📊 Data Over Guesswork: Dive deeper into analytics to craft strategies backed by insights, not assumptions. 🎯 Audience-First Always: Understand, engage, and connect with audiences in ways that feel personal, not promotional. 💡 Creativity Meets Purpose: Create campaigns that not only grab attention but also spark conversations and deliver value. 🌍 Stay Ahead of Trends: From AI to programmatic advertising, I’m committing to staying updated and adaptable in a rapidly evolving landscape. 🤝 Collaborate to Innovate: Work with creative minds and teams to build solutions that challenge the status quo. Marketing in 2025 isn’t just about selling. It’s about storytelling, problem-solving, and building communities. Here’s to embracing challenges, learning from failures, and celebrating wins—big or small! What are your professional resolutions this year? Let’s inspire each other to grow!

Empathy in marketing is essential when building lasting brands, fostering company growth, and connecting with consumers. Marketers That Matter®, a 24 Seven Talent company, brought together 18 #marketing leaders to discuss the importance of empathy in marketing and how to effectively use it within your marketing strategy. Read the full blog article here: https://lnkd.in/eev8sciF #marketersthatmatter #24seven #empathy #marketingstrategy #mtminsights #mtm #blogpost #newblogpost #marketers #marketingleaders

Empathy in marketing is essential when building lasting brands, fostering company growth, and connecting with consumers. Marketers That Matter®, a 24 Seven Talent company, brought together 18 #marketing leaders to discuss the importance of empathy in marketing and how to effectively use it within your marketing strategy. Read the full blog article here: https://lnkd.in/eev8sciF #marketersthatmatter #24seven #empathy #marketingstrategy #mtminsights #mtm #blogpost #newblogpost #marketers #marketingleaders

Marketing strategy is easy when you have the right information. It's the execution that IS hard.

The days of pure growth are long over, and the world now demands a growth + efficiency playbook. Marketing is no different. As the scope of what marketing teams and leaders are responsible for expands rapidly, it's begun to straddle digital evolution in a big way, from gen AI to privacy considerations and emerging client touchpoints. Could it be time for a "growth makeover" for marketing operating models? Here's what that might look like 👇🏼 #marketing #businessgrowth #marketingleaders