Are marketers stuck in an effectiveness ‘echo chamber’?

Have marketers invented a language to describe performance no one else in the business understands? The latest Language of Effectiveness data reveals over 70% of respondents see a disconnect between the way marketing interprets effectiveness and the rest of the business. In fact, 11% of marketers don’t discuss effectiveness with the wider business at all. Are they missing a trick? To unpick the data, Marketing Week deputy editor and intelligence editor, Charlotte Rogers, is joined by TUI group head of international marketing Rachel Moss and Brian Macreadie, head of marketing at law firm Addleshaw Goddard. We ask whether marketers have lost sight of the metrics that really matter to their boards and if now is the time to urgently address the disconnect. Moss and Macreadie discuss the merits of treating effectiveness as a two-way conversation rooted in trust, exploring the power storytelling has to make these discussions easier. Hosted on Acast. See acast.com/privacy for more information.