This week's episode is a technical skill that is fundamental to marketing leading the long-term commercial agenda – it's marketing effectiveness. We'll unpack what marketing effectiveness really means, the difference between effectiveness and efficiency, the importance of pricing being in marketing's remit and what makes a great dashboard (and why you should resist changing it)
Joining Abby is 'The Marketing Engineer' Sorin Patilinet, Global Marketing Effectiveness Executive and author of the best-selling book 'Marketing Effectiveness: Applying Marketing Science for Brand Growth'. With 20 years' experience in global roles, Sorin has helped shape how some of the world's most iconic brands measure and prove their impact. Previously he built and led the marketing science and testing solutions at Mars for over 14 years before moving to PepsiCo, where today he continues to turn marketing science into business growth.
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Don't change a winning dashboard… Sorin measured advertising's sales impact the same way for 14 years at Mars. Consistency of method, even as data and partners evolve, builds the trust and shared language that gets stakeholders to actually act on the numbers.
00:00 — Welcome to the Whole Marketer Podcast
02:02 — Introducing Sorin Patilinet
02:25 — What Is Marketing Effectiveness?
03:40 — Why It's Not ROI or Creative Excellence
04:30 — What Inspired Sorin to Write the Book
07:18 — Bringing the Brand's Voice to Marketing Science
09:41 — Where the Profession Still Has Capability Gaps
11:02 — The Biggest Barrier: Mindset Over Tools
12:49 — Are We Slaves to Data Availability?
14:01 — Ranking Decisions by Commercial Impact
15:23 — Why Pricing Is the Link Between Marketing and the Boardroom
16:22 — Why Marketing Has Lost Its Voice in the Boardroom
19:11 — Have We Given Pricing Up, or Had It Taken Away?
20:44 — Effectiveness vs Efficiency: The Formula That Matters
23:32 — The Only True Measure of Creative Effectiveness
25:05 — Rethinking the 60/40 Rule for Short and Long Term
26:47 — Why Every Business Needs Its Own Time Frame
29:18 — Building the Right Data Sources
29:52 — Why Decisions Should Come Before Data
32:13 — The Case for Experimentation
32:46 — Where AI Actually Helps Measurement
33:05 — Why You Shouldn't Keep Changing Your Dashboard
34:51 — The Hidden Cost of Changing Your Methodology
36:33 — Setting the Right KPIs at the Strategic Planning Stage
36:58 — Finding Your Organisation's Flywheel
38:59 — How Data-Driven Is Your Organisation's Culture?
39:22 — The Balance of Art, Science and Human Intuition
40:36 — Sorin's Advice for Marketers of Tomorrow
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