In this episode of Business of Marketing, John Horsley sits down with Harry Davies, VP of Strategy, Investment & Marketing Effectiveness at Sage, to explore why so many organisations still measure the wrong things, and what truly drives long-term growth.

Drawing on experience spanning government, Google, Amazon and Sage, Harry explains why marketing effectiveness is about far more than advertising, why brand investment is making a comeback, and how marketers can balance short-term revenue pressures with long-term business growth.

The conversation also dives into AI's impact on marketing, account-based marketing, buying committees, customer journeys, and why the future belongs to marketers who combine academic rigour with relentless curiosity.

In this episode you'll discover:

  • Why cost per lead is one of marketing's most misleading metrics
  • How to balance brand building with demand generation
  • Why marketing should influence the entire customer lifecycle
  • What AI will automate and where human creativity still wins
  • How Sage is adapting to AI search and LLMs
  • Why marketers should spend more time listening to customers
  • The marketing science every modern marketer should understand

A thoughtful conversation packed with practical insights for CMOs, marketing leaders and anyone looking to build more effective marketing.

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