Short-term Wins, Long-term Losses
In Episode 14 of Misadventures in Marketing, your inquisitive hosts Peter Farago and Steve Haney discuss the ongoing tension between investing in short-term versus long-term marketing activities. They explore the tensions marketing leaders face in balancing immediate lead generation demands with the need for sustainable brand activities that grow the business long term. Studies have shown that companies that invest in longer term brand marketing programs consistently hit their sales goals, but that practice often gets pushed aside in the reality on the ground in the fog of war. We also talk about the pressures of delivering quick results while also investing in long-term strategies that contribute to overall brand health and market presence. The necessity of thought leadership and brand positioning are often sacrificed when there is no immediate evidence to prove their worth to the CEO or Board. Content marketing, the pitfalls of over-reliance on data (McNamara’s Fallacy), and the cognitive response model's relevance in shaping brand perception are critical, but often shoved aside. Determining the “delicate balance” of brand versus performance has never been harder for early-stage start-up CMO’s.
About Misadventures In Marketing
The American Marketing Association San Francisco Chapter presents Misadventures in Marketing, a podcast about high tech marketing in Silicon Valley, focusing primarily on marketing challenges in early stage technology startups. Hosts Peter Farago, a career high tech marketer and Steve Haney, a fractional CMO, chat weekly about marketing practices in high tech, the latest martech product news, their experiences from the front lines, and interviews with their CMO friends and marketing colleagues.
Listen: https://mim.captivate.fm/
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Hosts: Peter Farago and Steve Haney
Marketing: Ian Robinson-Lambert
Editing: Lorenzo Fernandez-Kopec, Marisa Gabriela Ramos (Peakbound Studios)
Consulting Producer: JulieAnn Bornales
