SBP 069: Slaying Marketing's Sacred Cows. With Dale Harrison.

This week's episode of the Sleeping Barber podcast features Dale W. Harrison, Commercial Strategy & Marketing Effectiveness Consultant @ Inforda Services. Dale features an extraordinary background from physics to finance and marketing.

We dive into the fallacies of demand generation, the truth about ROI, and the impact of brand awareness. Don't miss this enlightening discussion that will leave you with a new perspective on marketing strategy.

Enjoy the show!

Our Guest:

Dale W. Harrison

LinkedIn: https://www.linkedin.com/in/dalewharrison/

Youtube: https://www.youtube.com/@BiotechBestPractices

Our Hosts:

Follow our updates here: ⁠⁠https://www.linkedin.com/company/sleeping-barber/⁠⁠

Get in touch with our hosts:

Marc Binkley: ⁠⁠https://www.linkedin.com/in/marcbinkley/

Vassilis Douros: ⁠⁠https://www.linkedin.com/in/vassilisdouros/⁠

Timestamps

0:00 - Introduction

2:46 - From experimental physics to finance to marketing

10:22 - Faith-based beliefs like lead nurturing and scoring

14:19 - Why some marketing measurements aren’t metrics

17:54 - Lead scoring, MTA & sales velocity should never be performance metrics

23:05 - Comparing the path to purchase of real customers to interpreted intent signals

31:15 - Why ROI is a troubling metric

36:41 - Performance vs. Brand advertising are different asset classes

44:34 - Business value of brand - it makes things more effective AND efficient

46:54 - The point of brand campaigns

51:11 - Mulit-Touch Attribution - just because you can measure something doesn’t mean it’s useful

57:39 - Billboard & radio

58:51 - The fallacy of demand generation & intent signals

1:13 - Post Pod with V and Marc

Background links:

Not All Marketing Metrics are “measurements” - https://www.linkedin.com/posts/dalewharrison_%3F%3F%3F-%3F%3F%3F-%3F%3F%3F%3F%3F%3F%3F%3F%3F-%3F%3F%3F%3F-activity-7170140668697276416-iTMJ?utm_source=share&utm_medium=member_desktop

Marketing Effectiveness vs. Efficiency - https://www.linkedin.com/posts/dalewharrison_%3F%3F%3F%3F%3F%3F%3F%3F%3F-%3F%3F%3F%3F%3F%3F%3F%3F%3F%3F%3F%3F%3F-activity-7148782037108178944-IEUL?utm_source=share&utm_medium=member_desktop

Marketing ROI is not a real number you can calculate - https://www.linkedin.com/posts/dalewharrison_%3F%3F%3F%3F%3F%3F%3F%3F%3F-%3F%3F%3F-%3F%3F-%3F%3F%3F-%3F-activity-7152401810681483265-yeeT?utm_source=share&utm_medium=member_desktop

IS MTA actually Even Attribution? - https://www.linkedin.com/posts/dalewharrison_%3F%3F-%3F%3F%3F%3F%3F-%3F%3F%3F%3F%3F-%3F%3F%3F%3F%3F%3F%3F-activity-7165085278636822528-pcGY?utm_source=share&utm_medium=member_desktop

How the CFO Sees Your Marketing Budget - https://www.linkedin.com/posts/dalewharrison_%3F%3F%3F-%3F%3F%3F-%3F%3F%3F-%3F%3F%3F%3F-%3F%3F%3F%3F-%3F-activity-7168655113627062272-Sgpo?utm_source=share&utm_medium=member_desktop

Demand Creation does not exist - https://www.linkedin.com/posts/dalewharrison_%3F%3F%3F%3F%3F%3F-%3F%3F%3F%3F%3F%3F%3F%3F-%3F%3F%3F%3F-%3F-activity-7157471671409373184-Ob9v?utm_source=share&utm_medium=member_desktop

Where to Listen:

Apple Podcasts: https://podcasts.apple.com/ca/podcast/the-sleeping-barber-a-business-and-marketing-podcast/id1609811324

Spotify: https://open.spotify.com/show/4v0kaM350zEY7X2VBuyfrF?si=7083317d5afd488b ⁠⁠

Google Podcasts: https://podcasts.google.com/feed/aHR0cHM6Ly9hbmNob3IuZm0vcy84MWVjYWJhNC9wb2RjYXN0L3Jzcw?sa=X&ved=2ahUKEwji_oSOopP-AhXnlo4IHTZKBgYQ9sEGegQIARAC

Youtube: https://www.youtube.com/@sleepingbarberpodcast