Well-written and I must nod in agreement over many of the points. I’m always surprised when Marketers point to fluffy, non-revenue-tied metrics like “brand awareness” as being vital and it’s no wonder that traditionally, Marketing had little say in the organization.

I like the Exploration vs Exploitation schism even if it feels artificial, as I think it’s a drastic over-simplification — but simplicity appeals to me. And if it’s then proxied to “digital” vs “traditional” there’s no wonder why bile is surfacing.

I’m wondering what you think it will take to bring “digital,” “traditional,” and “client” to the same table and think about how to align themselves in a way that they can all profit from helping the client’s business’s customers. Any opinions?

CJ