The great divide: how to overcome marketing silos

How do the best marketers actually integrate brand and performance – not just in theory, but in org design, planning and measurement? Prophet’s Kate Price and Monica El Hassan join WARC's Ann Marie Kerwin to discuss strategies for a more integrated approach, based on WARC's marketing effectiveness research The Multiplier Playbook.

Guests:
Kate Price, Partner - Marketing Transformation, Prophet
Monica El-Hassan, Partner - Media, Prophet

Chapters:

00:00 – Intro: The Multiplier Playbook on The WARC Podcast
01:49 – Why brand and performance marketing teams are siloed
03:18 – Cultural divides: traditional brand vs digital performance
04:28 – Specialist skills, loss of generalists and pressure on CMOs
07:15 – Shared language: bridging brand, demand and media teams
09:58 – Customer-centric marketing: changing behaviour to drive growth
14:30 – Integrated planning: how overperforming marketers organise
19:45 – Budget rebalancing: brand investment vs performance metrics
24:19 – B2B SaaS case: US Open sponsorship as a brand–demand engine
31:23 – Shared KPIs: proving commercial impact of brand marketing
38:34 – Org design: generalists, team structures and planning rhythms
40:21 – Key takeaways for marketing leaders

For 40 years, WARC has been providing the marketing industry with rigorous, unbiased evidence and expert effectiveness guidance. The WARC Podcast publishes a new episode every Tuesday and Thursday.

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