Why Performance Marketing Is Broken – Rethinking ROI in Content Strategy with Robert Rose

Marketers love to measure everything. Robert Rose joins A. Lee Judge and Rocio Osuna on The Business of Marketing to ask a harder question: what happens to all the value marketing creates that no spreadsheet can capture?
Lee makes the controversial case for pausing measurement, and Robert explains why so much of marketing's real impact, the trust, the referrals, the lurkers, never shows up in a quarterly report. From there the conversation moves into AI and the future of marketing careers, why proof of work now beats a resume, how the role of universities is shifting, the rise of fractional work, and Robert's idea that the value of content is created at consumption, not creation.

CHAPTERS
00:00 The value marketers never put on the spreadsheet
01:45 Quality vs. quantity in content marketing
04:09 Why LinkedIn matters for AI search visibility
07:06 Should marketers pause measurement?
10:19 The customer who referred $1M and never entered the funnel
12:45 Why marketing has always been bad at measurement
15:29 AI, new grads, and the vanishing entry-level job
23:40 Personal brand and why the "who" matters
30:06 Becoming a consultant after a layoff
41:29 Value is created at consumption, not creation

Rocio Osuna - https://www.rocioosuna.com/
Robert Rose - https://robertrose.net/
A. Lee Judge https://ALeeJudge.com

A. Lee Judge is the creator and host of The Business of Marketing podcast.
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This podcast is produced by Content Monsta - A leading producer of B2B Content.