Marketing vs. Finance: Who’s Really Driving Growth?

In this episode, we explore why marketing has surrendered to finance and why that’s a problem. Rory Sutherland argues that by obsessing over short-term ROI and narrow performance metrics, companies sacrifice long-term brand value, creativity and growth. Drawing on behavioural science, he explains why perception, psychology and reframing problems often create more impact than purely financial or engineering solutions.

Ultimately, his message is clear: marketing must reclaim its seat at the table, not by speaking the language of finance, but by confidently advocating for its own way of thinking.