Rory Sutherland: How Can Marketers Lose The “Colouring In Dept” Jibe?
22 Mar, 2024
When did marketing lose its influence and how can we use our creativity and understanding of what drives the customer to earn the hearts and minds of the c-suite?
When Peter Drucker uttered his famous quote - "Because the purpose of business is to create a customer, the business enterprise has only two functions: marketing and innovation” - one could have been forgiven for thinking that the reputation of marketing and career prospects for marketers would likely remain strong for the long-term.
So how did marketing end up with the “colouring in department” jibe? Why is it that at the last count only 2 of the FTSE 100 CEOs have a background in marketing? (none were previously CMOs, btw)
Marketers need to regain the trust of the c-suite as the growth engine of a business. And if we want to re-assert our influence, marketers must stop preaching to the choir and proactively demonstrate the value of what we do to the c-suite, who - based on the FTSE100 stat above - are unlikely to be naturally dialled into the value we add.
So, as we prepare to welcome the latest cohort of forward-thinking marketers and commercial leaders to the next MAD//Masters By Rory Sutherland online course, something struck me hard - when and why did marketing lose its influence and how can we use our creativity and understanding of what drives the customer to earn the hearts and minds of the c-suite?
So if you want to learn how behavioural science, creative innovation and a more sophisticated understanding of what drives your customers can help you to discover “unmet needs”, avoid the pitfalls of “plausible untruths”, and regain the respect of your c-suite, you’d be mad not to sign up for the MAD//Masters course next month. You’ll certainly discover simple things you can do to be a better problem solver and more effective marketer.
CLICK HERE TO DOWNLOAD YOUR PERSONALISED GUIDE
What can we do about it?
Marketers need to regain the trust of the c-suite as the growth engine of a business. And if we want to re-assert our influence, marketers must stop preaching to the choir and proactively demonstrate the value of what we do to the c-suite, who - based on the FTSE100 stat above - are unlikely to be naturally dialled into the value we add.
SECURE YOUR PLACE, ENROL TODAY
Behavioural science. Creativity. Critical thinking
If you want to learn how behavioural science, creative innovation and a more sophisticated understanding of what drives your customers can help you to discover “unmet needs”, avoid the pitfalls of “plausible untruths”, and regain the respect of your c-suite, you’d be mad not to sign up.
You’ll certainly discover simple things you can do to be a better problem solver and more effective marketer. But when you apply what you learn in the course, the results achieved and thinking gained might just begin to restore faith in marketing!
April’s intake is now 70% full - secure your place here for just £1295 and get a FREE MAD//Fest London ticket worth £750 - https://www.madfestlondon.com/masters
Rory Sutherland
Vice-chair, Ogilvy, Co-founder, MAD//Masters By Rory Sutherland