#68: Erik Modig - why ROI misleads, funnels fail, and what world-class CMOs do differently

Erik Modig is a researcher, author, speaker, and entrepreneur. He returns to the podcast to discuss the death of the marketing funnel, the issues with ROI, what it really takes to build thought leadership, and the thing that separates world-class CMOs from the rest.

Learn more:

https://generogrowth.com/

https://www.marketinglevels.com/

https://www.linkedin.com/in/emodig/

(0:00) Intro

(1:08) Is the marketing funnel dead?

(12:20) The ROI dilemma in digital marketing

(20:02) Useful metrics

(30:30) Moving beyond numbers and world-class CMOs

(41:30) Thought leadership: why it matters and why it’s hard

(52:25) Choosing the right channels, why slogans fail, and career advice