Emma is joined by Catherine Toms, who has spent over 20 years as a senior commercial digital & marketing leader – both agency and in-house. Working with some of the world’s biggest brands including Danone, BP, Tesco and Twitter to help them become more data-driven, customer-centric and digital-first.

Catherine now works to help up skill digital, marketing and sales teams and deliver tangible results as one of half of The Toms (https://www.thetoms.co/)

Asking if Marketers have a problem with Marketing themselves, may seem slightly counter-intuitive. But as Catherine discusses, the changing face of Marketing has led to a large number of businesses not actually understanding the breadth of what Marketing can now do. Marketing has never been more commercially focused, more aligned with business strategy and more of a revenue generator.

Catherine talks us through what can be done to help educate the wider business. How do you bring your Exec leaders along on that journey?  What part does the language you use play in this?

We also discuss if digital and the subsequent data it produces has actually been a double edged sword when it comes to more long term Marketing. Catherine also has some advice on how to combat this.

A thought-provoking, insightful and highly practical episode. A huge thank to Catherine for taking the time to come on the podcast and share her experience and advice.