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SBP 237: The PostPod - Lessons from Ian Whittaker, Data is not the problem.
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Fresh off the Ian Whittaker interview, Marc and Vassilis sit down for the PostPod to unpack what actually stuck.
The through line: marketing keeps losing the budget argument because it treats finance as an obstacle instead of a customer. Ian's framing reframed it. Follow the incentives. Understand what executives are rewarded and punished for. Reframe budget as risk, not just missed opportunity. And stop leaning on "ROI" as if the word alone wins the room, because it is a ratio you can improve simply by cutting spend.
They also get honest about the echo chamber marketers live…
The skinny
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