Stop Reporting Marketing Metrics. Start Talking Business Growth
Marketing has never had more data at its fingertips - but are we measuring what really matters?
In this episode of Growth Leaders, Kate Davies, Marketing Director at Wildfarmed, shares her perspective on why marketers need to shift the conversation away from marketing metrics and towards genuine business impact.
Drawing on her experience building a purpose-led challenger brand, Kate explores the importance of educating customers, creating demand in emerging categories and ensuring marketing is seen as a commercial driver, not just a communications function. She also offers a refreshingly balanced view on AI, arguing that while technology has enormous potential, marketers shouldn't lose sight of creativity, strategic thinking and the human insight that drives lasting growth.
This conversation is a reminder that the best marketers don't just measure campaigns - they help shape the future of the business.
Key takeaways
- Marketing should be measured by its contribution to business growth, not just marketing performance metrics.
- Challenger brands need to educate the market as much as they need to sell their products.
- AI is a powerful tool, but creativity, commercial thinking and human insight remain the real competitive advantage.
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