Lab-Grown Marketing by Evidenza

Sales and marketing alignment might be the biggest fantasy in B2B. After decades of dashboards, handoff frameworks, attribution models, and “smarketing” workshops, most companies are still running the same internal knife fight.

This week on Lab Grown Marketing, Jon and Peter argue that the problem isn’t failed alignment — it’s the assumption that alignment should exist in the first place. Drawing on new synthetic research and LinkedIn behavioral data across 7,000+ B2B companies, they reveal why sales and marketing almost never target the same customers, why MQLs distort behavior on both sides, and why the pursuit of shared metrics may actually make performance worse.

The guys revisit the infamous “Tokyo Test” — the moment LinkedIn’s brand awareness disappeared overnight — to unpack why sales teams dramatically underestimate the power of marketing until it’s gone. Then they introduce a different solution entirely: strategic misalignment. Instead of forcing sales and marketing to do the same job, companies should divide labor correctly, align around customer needs, and let each team execute independently against different parts of demand.

Turns out the biggest opportunity in B2B growth might not be tighter alignment. It might be finally admitting alignment was never the goal.

00:00 - Introduction – Sales & Marketing misalignment

03:40 - The Tokyo Test – what a near-empty event taught us about brand

09:10 - The case for strategic misalignment

13:00 - Million dollar data – survey of 500 marketers vs. 500 salespeople

20:25 - The Circles of Doom – LinkedIn's 7,000-company alignment study

28:30 - Division of labor – the Adam Smith prescription for sales & marketing

35:55 - The MQL problem – the metric distorting both teams

40:00 - Category entry points – the one thing sales and marketing can agree on

A 10-table restaurant in Harlem became a $2.7 billion CPG brand by mastering one thing: being easy to want and easy to buy. Rao’s didn’t scale the restaurant—it scaled the desire.

Jon and Peter break down how Rao’s built extreme mental availability through myth, scarcity, and cultural relevance—then paired it with physical availability through disciplined distribution. From mafia mystique to premium pricing, every move reinforced the same positioning: this is not everyday sauce. Also, Peter has a special guest joining him today: Eric Skae — the CEO who took Rao's from 5% annual growth to 40% in four months, and is now running the exact same playbook at Carbone Fine Food — for a rare inside look at how the brand actually scaled.

They unpack the full playbook—segmentation, positioning, pricing, distribution, and brand assets—and show why Rao’s is one of the cleanest real-world examples of Ehrenberg-Bass in action. If you want to understand how brands actually grow (and why most B2B companies get it backwards), this is the case study.

00:00 - The $2.7B question

03:13 - RAO's History and Strategy

17:44 - Segmentation and Targeting

24:08 - Positioning

28:14 - Line Extensions

30:48 - Distinctive Brand Assets

38:46 - Non-Synthetic Salon: Interview with Eric Skae, CEO of Carbone Fine Food

1:06:12 - Future Predictions of Carbone

1:09:23 - Ideas Wrap

1:15:36 - Commercial Outcomes

1:17:41 - Million Dollar Data

1:20:59 - B2B Lesson

From Sam Altman to Jeff Bezos to Mark Zuckerberg, the pattern keeps repeating—leaders dismiss advertising right up until they need it to scale.

Advertising isn’t a necessary evil. It’s the system that makes modern markets work.

This week, Jon and Peter take on one of marketing’s most persistent myths: that advertising is annoying, manipulative, or optional. The reality looks very different.

They unpack why advertising isn’t persuasion—it’s infrastructure. It connects buyers and sellers, subsidizes access, fuels competition, and quietly funds the innovations shaping the future. Including AI.

Backed by new synthetic research, they reveal how people actually feel about advertising (hint: it’s not what you think), why even ad professionals misunderstand it, and how better framing completely changes perception.

If advertising is the engine behind growth, innovation, and access—why does everyone keep pretending otherwise?

00:00 — The Most Misunderstood Engine in Marketing

02:10 — From the Feed: “I Hate Ads”… Until You Need Them

09:54 — Marketing Mental Models: Ads as Infrastructure

13:53 — Advertising Is a Weak Force (That Scales)

17:30 — Access, Innovation, Competition, and Survival

20:56 — Million Dollar Data: Do People Actually Hate Ads?

23:51 — Why Ad People Hate Ads the Most

26:48 — Good Ads vs Bad Ads

27:30 — Final Take: Advertising Is the System

Most ads aren’t ignored because they’re bad. They’re ignored because they assume attention that doesn’t exist.
The real problem isn’t a “worst-case scenario” — it’s the default one.

In this episode, Jon and Peter break down why modern advertising must be designed for half a second, sound off, mid-scroll. They unpack the picture superiority effect, why visuals are processed up to 20x faster than text, and why branding is mandatory while messaging is optional — no matter how smart your copy sounds in a deck.

From Renaissance garb to Geico geckos, the guys explore why distinctive visual assets outperform clever words, why most marketers massively underinvest in imagery, and how AI-generated visuals are already beating human-made ads on clicks and purchase intent. If your ads only work when people pay attention, they’re not really working.

AI slop? Not so fast. This week on Lab Grown Marketing, Jon and Peter make the case that AI isn’t cheapening marketing — it’s upgrading it. From voice-first workflows to a sudden boom in “storytelling” jobs, the guys explore why the real productivity unlock of AI isn’t faster typing… it’s better thinking, spoken out loud.

They kick things off From the Feed with a surprising Wall Street Journal signal: job postings for storytellers are exploding. Why now? Because when content becomes infinite, narrative coherence becomes scarce — and valuable.

In Million Dollar Data, Jon shares fresh synthetic research showing just how bad most companies are at telling a clear story (spoiler: only 6% think they do it well), and why committees, fear, and diluted positioning keep killing narrative power.

Finally, in the Synthetic Salon, a very-not-Morgan-Housel guest drops a simple but dangerous idea: the best story wins. In a world where products are copyable and content is free, storytelling isn’t fluff — it’s the moat.

If you’re still typing your way through the AI revolution… this episode might convince you to start talking instead.

Marketers love data. More dashboards. More cuts. More “just one more slide.” But what if more data doesn’t make you smarter — it just makes you slower?This week on Lab Grown Marketing, Jon and Peter go deep on the signal-to-noise ratio and the uncomfortable truth hiding inside modern marketing teams: sometimes the thing you’re asking for is the thing delaying your best decision.They kick things off From the Feed with a tweet that hits a little too close to home — why adding more information can actually make automated systems (and humans) worse at choosing. Then in Million Dollar Data, they reveal results from a synthetic survey of 1,000 global CMOs… and yes, the numbers will surprise you. Most leaders swear more data helps them make better decisions — but the same people admit something else that completely flips the story.If you’ve ever felt “data-driven” right up until you were data-driven off a cliff… press play.

02:18 — From the Feed: more data = slower decisions

4:12 — Million Dollar Data: 1,000 CMO survey results (the paradox)

9:58 — Marketing Mental Models: The horse racing study

Everyone loves the idea that the best product wins. It’s clean, comforting, and almost always wrong. This week on Lab Grown Marketing, Peter and Jon take on the product delusion — the belief that product superiority alone guarantees success.

In From the Feed, the guys use a timely media moment to revisit an old debate: why better products so often lose to better distribution. It’s a familiar pattern, and one that keeps repeating itself across entertainment, tech, and now AI.

Then, in Million Dollar Data, Jon shares new synthetic research exploring where the product delusion actually lives inside modern organizations — and who’s finally starting to let it go. The results might surprise you, or they might confirm everything marketing has been quietly complaining about for years.

Finally, in Synthetic Salon, Peter and Jon sit down with a very on-brand guest to talk defaults, familiarity, and why being easy to choose beats being objectively better. In a world where products are increasingly copyable, the real advantage shows up somewhere else entirely.

Product matters first. Everything else matters most.

02:40 — From the Feed: Netflix, HBO, and the Myth of Product Superiority
23:42 — Million Dollar Data: Who Still Believes the Product Delusion?
31:05 — Synthetic Salon: Defaults, AI, and Why Distribution Always Wins

Marketers keep talking about brand building — meanwhile, half of today’s brands are quietly dying. Jon and Peter are here to stop the funeral.

This week on Lab Grown Marketing, the guys break down how to avoid brand death in the synthetic era — why it happens, what causes it, and what the top 1% are doing differently.

We open with Move 37, where Jon shares the story of how AI beat the world champion of Alpha Go and explains the shift from making “one ad” to making “infinite ads.” Peter argues the old model wasn’t just slow — it was creativity-blocking. Yes, there are framework jokes.

In From the Feed, Jon and Peter dissect the internet’s latest identity crisis: brands acting like people, people acting like brands, and why the line keeps getting blurrier.

Then, in Million Dollar Data, Jon shares new findings showing that most “breakthrough” assets aren’t novel — they’re consistent. Peter walks through why repetition remains the most underrated growth lever in the synthetic century.

We wrap with this week’s Synthetic Salon, where the guys tackle the real question: How do you keep a brand alive when everything is changing? The rules are simple, the execution isn’t — but the payoff is massive.

Four segments. One mission. No brand funerals.

3:30 - Move 37
8:26 - From the Feed
18:13 - Million Dollar Data
30:55 - Synthetic Salon

This week, Jon and Peter resurrect one of marketing’s most misunderstood — and most financially powerful — ideas: the 60/40 rule. If half of B2B marketers still claim brand “isn’t a priority”… well, the guys have thoughts.

First up in From the Feed, they break down the newest Marketing Week report, where human respondents (adorable!) reveal why they still don’t believe brand delivers ROI. Then Jon and Peter unpack why ROI might be the worst way to measure anything — especially brand — and why B2B’s obsession with short-termism is slowly starving growth.

Next, they revisit Les Binet & Peter Field’s 20+ years of econometric evidence, tracing how the 60/40 rule actually works — and why marketers keep misinterpreting it.

Finally, in the Synthetic Salon, they welcome the Pocket Professor to explore how AI is shifting the balance between demand creation and demand capture — and why brand becomes more important, not less, in the synthetic century.

Timestamps:
01:11 — From the Feed: Why marketers still think brand doesn’t drive ROI
09:54 — Marketing Mental Models: The truth behind the 60/40 rule
22:57 — Million Dollar Data: Binet & Field, econometrics, and the Aston Martin effect
29:37 — Synthetic Salon: How AI changes demand creation vs. demand capture Feat. Pocket Professor

What if everything marketers believe about precision is, well… probably wrong?

In this ep, Jon and Peter crack open the illusion of certainty that defines modern marketing — and expose why “the right person, the right message, the right time” might be the industry’s biggest fantasy. From LLMs to audience targeting, they’re breaking down how marketing magic is more about managing uncertainty than mastering control.

First up in From the Feed, the guys explain why it’s time to give LLMs a break. After all, they can’t be right about everything — so why are people riding so hard on a probability machine’s accuracy?

Then, Jon and Peter survey synthetic marketers to see if they think probabilistically or deterministically. Do most marketers really think success is as simple as finding the right person, with the right message, at the right time? Yes. Errr — probably.

Finally, in Mental Model and Synthetic Salon, the conversation takes a quantum leap as the guys channel Niels Bohr to explain why probabilistic thinking isn’t just for physicists — it’s the future of marketing. They explain why chasing perfect targeting and timing narrows your reach, and how embracing uncertainty can open the door to true scale.

01:40 - From the Feed

05:44 - Million Dollar Data

23:42 - The Synthetic Salon Feat. Niels Bohr