The Indispensable Marketer

FREE: the tools and templates to become an indispensable marketer:
indispensablemarketer.com/free/

There's a rule at Disruptive Advertising: never push campaign changes live on a Friday. It exists because early in his career Jacob did exactly that and spent $10,000 of a client's money over a weekend he wasn't watching.

He was working for that client for free at the time. Monday morning he was doing the math on whether he could pay it back himself and what he'd tell his wife. Then he looked at the numbers. It was the best sales weekend the business had ever had, and he could explain exactly why. That business went from 25 employees to nearly 300. The data
didn't save him Monday. It saved him because he'd built it before Friday. Jacob and Chad get into how to architect a data funnel that measures every stage of your journey, why Chad paid for data help out of his own marketing budget, and why a dashboard you won't look at is the same as no dashboard. This is the Strategy pillar of VSET.

--------------------------------------------

CHAPTERS
0:00 $10,000 gone in a weekend, and the Monday morning math
1:03 The rule at Disruptive: never launch on a Friday
2:22 2,000 changes, and the thing he didn't know about their budgets
4:32 Why most marketers only measure at the channel level
5:42 Volume and conversion at every stage of the journey
7:42 "You keep giving me optimism. I don't see sales."
8:49 Chad paid for data help out of his own marketing budget
12:08 Chad's recurring nightmare about building a plane mid-air
13:05 Start with a spreadsheet, not a perfect dashboard
13:45 A dashboard you won't use is the same as no dashboard

--------------------------------------------

WHO'S TALKING

Jacob Baadsgaard is the founder and CEO of Disruptive Advertising and the author of The Indispensable Marketer. He's sat in every seat at the table: data analyst, marketing director at a publicly traded company, and now the CEO on the other side of it asking marketing for a number.

Chad de Lisle has been in marketing for nearly twenty years, half of that at Disruptive working directly with Jacob. He spent 6 to 12 months and part of his own budget getting the data right, and he'll tell you it was worth it.

--------------------------------------------

ABOUT THE SHOW

The Indispensable Marketer is Disruptive Advertising's podcast. We're a performance marketing agency, and our mission is to connect great marketers with the brands they believe in. The goal of this show is simpler than that: we want marketing leaders to win. Not just hit the number, but earn the trust and the seat that comes with it.

For anyone who has no reason to trust us yet, some things you can check:

We've done over $150 million in revenue and managed over $3 billion in ad spend for thousands of businesses.

When we studied more than 2,000 of those accounts, we found that on average 76% of ad budget had no attributable revenue impact. Not low impact. No impact. That's the problem we exist to solve.

We reject 96% of applicants, because the wrong person in the wrong seat costs everyone.

We publish around 8 videos a month. We want these to be the episodes you forward to your CEO or drop in your team's channel, because you're both better on the other side of it.

--------------------------------------------
FREE RESOURCES: indispensablemarketer.com/free/
Indispensable Marketer assessment: https://assessment.disruptiveuniversity.com/imaudit
Disruptive Advertising: https://disruptiveadvertising.com/
The Indispensable Marketer (book): https://www.indispensablemarketer.com/book/
Jacob on LinkedIn: https://www.linkedin.com/in/jakebaadsgaard/

FREE: the tools and templates to become an indispensable marketer:
indispensablemarketer.com/free/

Jacob once walked into a client's office and admitted he'd accidentally spent $10,000 nobody had authorized. He'd pushed a batch of campaign changes live on a Friday afternoon, and when he opened his laptop Monday his stomach dropped. It was also the best sales weekend that business had ever had.

The data told him why: a segment the competition hadn't found, cheaper to reach and converting harder. That insight drove 10x growth over the following years, and none of it was visible in a standard dashboard. This episode is how to build the one that tells
you the truth. Jacob turns the customer journey on its side into a data funnel, with a volume metric at every stage and a conversion metric between each one, so you can point at exactly where it's leaking. Then the four zones every marketer lives in, and why two
of them end careers. This is the Strategy pillar of VSET.

--------------------------------------------

CHAPTERS
0:00 The $10,000 I spent without permission, and why it was the best thing that
happened to that client
1:43 Turning the customer journey into a data funnel
2:05 Volume and conversion metrics, stage by stage
3:32 The two stages almost nobody tracks, and the ROI hiding in them
4:18 Diagnostics: finding exactly where the funnel leaks
5:26 The happy zone
5:56 The patient zone
6:34 The anxious zone, where performance is fine and you can't say why
7:09 The fire zone, and why nobody stays there long
7:54 How trust stayed high while performance was down

--------------------------------------------

WHO'S TALKING

Jacob Baadsgaard is the founder and CEO of Disruptive Advertising and the author of The Indispensable Marketer. He's sat in every seat at the table: data analyst, marketing director at a publicly traded company, and now the CEO on the other side of it asking marketing for a number.

--------------------------------------------

ABOUT THE SHOW

The Indispensable Marketer is Disruptive Advertising's podcast. We're a performance marketing agency, and our mission is to connect great marketers with the brands they believe in. The goal of this show is simpler than that: we want marketing leaders to win. Not just hit the number, but earn the trust and the seat that comes with it.

For anyone who has no reason to trust us yet, some things you can check:

We've done over $150 million in revenue and managed over $3 billion in ad spend for thousands of businesses.
When we studied more than 2,000 of those accounts, we found that on average 76% of ad budget had no attributable revenue impact. Not low impact. No impact. That's the problem we exist to solve.
We reject 96% of applicants, because the wrong person in the wrong seat costs everyone.

We publish around 8 videos a month. We want these to be the episodes you forward to your CEO or drop in your team's channel, because you're both better on the other side of it.

--------------------------------------------
FREE RESOURCES: indispensablemarketer.com/free/
Indispensable Marketer assessment: https://assessment.disruptiveuniversity.com/imaudit
Disruptive Advertising: https://disruptiveadvertising.com/
The Indispensable Marketer (book): https://www.indispensablemarketer.com/book/
Jacob on LinkedIn: https://www.linkedin.com/in/jakebaadsgaard/

FREE: the tools and templates to become an indispensable marketer:
indispensablemarketer.com/free/

One of the worst feelings in marketing is watching your CEO start submitting forms on your own website, looking for something broken. Chad says it scares the hell out of him every time.

Then Jacob admits what's actually happening on his side: when he isn't feeling good about marketing's performance, he goes hunting for broken things as ammo to justify the feeling he already had. The fix they landed on was so simple it embarrassed both of them. They also get into why marketers say yes to too much, what that reveals, why
every marketer is strong in one stage of the journey and blind in the rest, and the mistake almost every brand makes by casting itself as the hero. This is the Strategy pillar of VSET.

--------------------------------------------

CHAPTERS
0:00 The worst feeling: your CEO submitting forms on your own site
0:29 95% of marketers aren't proud of the journey they've built
2:12 A CEO admits he goes looking for broken things as ammo
2:27 The fix that made both of them feel stupid
4:17 Chad: I say yes to too much
4:55 If you say yes to everything, you don't know what matters most
7:25 Every marketer is strong in one stage and blind in the others
8:19 Why marketers ask for the kiss on the first date
10:19 A room of 100 people, and who's actually ready to buy
12:06 You're not Frodo. You're Samwise.

--------------------------------------------

WHO'S TALKING

Jacob Baadsgaard is the founder and CEO of Disruptive Advertising and the author of The Indispensable Marketer. He's sat in every seat at the table: data analyst, marketing director at a publicly traded company, and now the CEO on the other side
of it asking marketing for a number.

Chad de Lisle has been in marketing for nearly twenty years, half of that at Disruptive working directly with Jacob. He's the one on the other end of those form submissions.

--------------------------------------------

ABOUT THE SHOW

The Indispensable Marketer is Disruptive Advertising's podcast. We're a performance marketing agency, and our mission is to connect great marketers with the brands they believe in. The goal of this show is simpler than that: we want marketing leaders to win. Not just hit the number, but earn the trust and the seat that comes with it.

For anyone who has no reason to trust us yet, some things you can check:

We've done over $150 million in revenue and managed over $3 billion in ad spend for thousands of businesses.
When we studied more than 2,000 of those accounts, we found that on average 76% of ad budget had no attributable revenue impact. Not low impact. No impact. That's the problem we exist to solve.
We reject 96% of applicants, because the wrong person in the wrong seat costs everyone.

We publish around 8 videos a month. We want these to be the episodes you forward to your CEO or drop in your team's channel, because you're both better on the other side of it.

--------------------------------------------
FREE RESOURCES: indispensablemarketer.com/free/
Indispensable Marketer assessment: https://assessment.disruptiveuniversity.com/imaudit
Disruptive Advertising: https://disruptiveadvertising.com/
The Indispensable Marketer (book): https://www.indispensablemarketer.com/book/
Jacob on LinkedIn: https://www.linkedin.com/in/jakebaadsgaard/

FREE: the tools and templates to become an indispensable marketer:
indispensablemarketer.com/free/

Out of a thousand ideal customers, about 3% are ready to buy today. Another 7% could be persuaded. Every competitor you have is fighting over that same 10%, which is why it's expensive and why it rarely adds up.

The other 90% are where the job actually is. In this episode Jacob walks the seven stages from stranger to advocate, the three questions to answer at each one, and why most marketing asks for commitment on the first date. He also covers the two stages marketers skip that happen to be the most profitable work available to them. It starts
with an exercise that will make you uncomfortable: walk your own customer journey.

Google what they'd Google, click what they'd click, try to buy from yourself. You'll find something broken, and the only thing worse than finding it is your CEO finding it first. This is the Strategy pillar of VSET.

--------------------------------------------

CHAPTERS
0:00 Walk your own customer journey and write down what's broken
1:32 Only 3% of your customers are ready to buy today
2:18 Why everyone is fighting over the same 10%
3:10 The seven stages from stranger to advocate
4:03 The two stages marketers skip, and why they're the most profitable
5:36 Feel, know, do: three questions for every stage
6:17 Why your calls to action ask for a kiss on the first date
7:06 Map one customer, not all of them
8:28 What to bring back to your CEO, and why it builds trust
10:37 Start where it moves the needle most

--------------------------------------------

WHO'S TALKING

Jacob Baadsgaard is the founder and CEO of Disruptive Advertising and the author of The Indispensable Marketer. He's sat in every seat at the table: data analyst, marketing director at a publicly traded company, and now the CEO on the other side of it asking marketing for a number.

--------------------------------------------

ABOUT THE SHOW

The Indispensable Marketer is Disruptive Advertising's podcast. We're a performance marketing agency, and our mission is to connect great marketers with the brands they believe in. The goal of this show is simpler than that: we want marketing leaders to win. Not just hit the number, but earn the trust and the seat that comes with it.

For anyone who has no reason to trust us yet, some things you can check:

We've done over $150 million in revenue and managed over $3 billion in ad spend for thousands of businesses.
When we studied more than 2,000 of those accounts, we found that on average 76% of ad budget had no attributable revenue impact. Not low impact. No impact. That's the problem we exist to solve.
We reject 96% of applicants because the wrong person in the wrong seat costs everyone.

We publish around 8 videos a month. We want these to be the episodes you forward to your CEO or drop in your team's channel, because you're both better on the other side of it.

--------------------------------------------
FREE RESOURCES: indispensablemarketer.com/free/
Indispensable Marketer assessment: https://assessment.disruptiveuniversity.com/imaudit
Disruptive Advertising: https://disruptiveadvertising.com/
The Indispensable Marketer (book): https://www.indispensablemarketer.com/book/
Jacob on LinkedIn: https://www.linkedin.com/in/jakebaadsgaard/

FREE: the tools and templates to become an indispensable marketer:

indispensablemarketer.com/free/

Every time Disruptive connects a client's customer data to their marketing data, the

same thing shows up: the cheap lead channels are the worst performers, and the

expensive ones deliver the return. Most marketers don't have the data to see it.

Jacob asked Chad a question that changed how he works: forget cost per lead, what

would you do differently if you could spend $10,000 to acquire one customer? They get

into why the customers you most enjoy serving are usually also the best math, the fear

every marketer has about narrowing their targeting, and the copy test that tells you

whether you actually know your customer. Jacob's simplest definition of a target

customer is someone you'd do the work for free. Chad shares the AI workflow he runs

every quarter to pull the exact language customers use. This is the Strategy pillar of

VSET.

--------------------------------------------

CHAPTERS

0:00 The $10,000 question that changed how we do marketing

2:19 Your target customer is someone you'd do the work for free

4:43 Why the customers you love are usually the best math

6:00 Cheap lead channels are almost always the worst performers

6:37 The green dashboard is hiding them

7:18 Demographics find them. Psychographics reach them.

10:13 The copy test: are you describing the product or the pain?

11:46 How to actually find your best customers, and who to ask

14:08 Writing to a person instead of an audience

14:36 The AI workflow Chad runs every quarter on sales calls

--------------------------------------------

WHO'S TALKING

Jacob Baadsgaard is the founder and CEO of Disruptive Advertising and the author

of The Indispensable Marketer. He's sat in every seat at the table: data analyst,

marketing director at a publicly traded company, and now the CEO on the other side

of it asking marketing for a number.

Chad de Lisle has been in marketing for nearly twenty years, half of that at

Disruptive working directly with Jacob. He's the one who was reporting cost per lead

when Jacob asked the $10,000 question.

--------------------------------------------

ABOUT THE SHOW

 The Indispensable Marketer is Disruptive Advertising's podcast. We're a performance marketing agency, and our mission is to connect great marketers with the brands they believe in. The goal of this show is simpler than that: we want marketing leaders to win. Not just hit the number, but earn the trust and the seat that comes with it. For anyone who has no reason to trust us yet, some things you can check: We've done over $150 million in revenue and managed over $3 billion in ad spend for thousands of businesses. When we studied more than 2,000 of those accounts, we found that on average 76% of ad budget had no attributable revenue impact. Not low impact. No impact. That's the problem we exist to solve. We reject 96% of applicants, because the wrong person in the wrong seat costs everyone. We publish around 8 videos a month. We want these to be the episodes you forward to your CEO or drop in your team's channel, because you're both better on the other side of it. -------------------------------------------- On the 30th, we're opening up VSET's Strategy pillar — the same session where Chad walked into my office with budget he didn't need and handed it back. We'll cover how to challenge a growth number without torching the relationship, why starting with 90-day priorities is backwards, and the line that changes how CEOs and marketers see each other: how far out on the timeline you can align is what makes you indispensable. Save your seat: https://www.indispensablemarketer.com/live-pre-launch/ -------------------------------------------- FREE RESOURCES: indispensablemarketer.com/free/ Indispensable Marketer assessment: https://assessment.disruptiveuniversity.com/imaudit Disruptive Advertising: https://disruptiveadvertising.com/ The Indispensable Marketer (book): https://www.indispensablemarketer.com/book/ Jacob on LinkedIn: https://www.linkedin.com/in/jakebaadsgaard/

FREE: the tools and templates to become an indispensable marketer:

indispensablemarketer.com/free/

The essence of strategy isn't deciding what to chase. It's deciding what to walk

away from. Most marketers can't do it, because it means saying no to revenue.

Disruptive moved on from 450 clients. They were 70% of the customer base, 30% of the

revenue, and none of the profit. Jacob walks through why volume looks like winning

right up until the CEO says the business isn't performing, what it costs your sales

and client success teams, and the one question that reframes the whole job: what would

you do differently if you could spend $10,000 to acquire a single customer? Then the

practical part, using lifetime value data to prove who you're actually built to serve,

the three conversations that confirm it, and how to shift budget toward them without

blowing up what's currently working. This is the Strategy pillar of VSET.

--------------------------------------------

CHAPTERS

0:00 Firing 450 clients: 70% of customers, 30% of revenue, 90% of the problems

0:27 Strategy isn't what you chase. It's what you walk away from.

2:21 The volume trap, and what it costs sales and client success

4:05 The client we grew with for 12 years, from startup through exit

5:00 "What if you could spend $10,000 to get one customer?"

6:49 Demographics are the skeleton. Psychographics are the person.

9:33 Using lifetime value data to prove who you're built to serve

10:48 Three conversations that confirm it, including the one with customers

12:53 How to shift budget without blowing up what's already working

--------------------------------------------

WHO'S TALKING

Jacob Baadsgaard is the founder and CEO of Disruptive Advertising and the author

of The Indispensable Marketer. He's sat in every seat at the table: data analyst,

marketing director at a publicly traded company, and now the CEO on the other side

of it asking marketing for a number.

--------------------------------------------

ABOUT THE SHOW

The Indispensable Marketer is Disruptive Advertising's podcast. We're a

performance marketing agency, and our mission is to connect great marketers with

the brands they believe in. The goal of this show is simpler than that: we want

marketing leaders to win. Not just hit the number, but earn the trust and the

seat that comes with it.

For anyone who has no reason to trust us yet, some things you can check:

We've done over $150 million in revenue and managed over $3 billion in ad spend

for thousands of businesses.

When we studied more than 2,000 of those accounts, we found that on average 76% of

ad budget had no attributable revenue impact. Not low impact. No impact. That's the

problem we exist to solve.

We reject 96% of applicants, because the wrong person in the wrong seat costs

everyone.

We publish around 8 videos a month. We want these to be the episodes you forward

to your CEO or drop in your team's channel, because you're both better on the

other side of it.

--------------------------------------------

FREE RESOURCES: indispensablemarketer.com/free/
Indispensable Marketer assessment: https://assessment.disruptiveuniversity.com/imaudit
Disruptive Advertising: https://disruptiveadvertising.com/
The Indispensable Marketer (book): https://www.indispensablemarketer.com/book/
Jacob on LinkedIn: https://www.linkedin.com/in/jakebaadsgaard/

FREE: the tools and templates to become an indispensable marketer:
indispensablemarketer.com/free/

Eight or nine times out of ten you are not going to have the budget you need to hit the growth goal your CEO just handed you. What you do in that moment is the whole job.

Chad opens by asking why CEOs ask for growth and hold the budget flat, then catches himself vilifying the CEO for doing exactly what a CEO is supposed to do. Jacob lays out three ways marketers respond: say yes, ask for a proportional budget increase, or bring the trade-offs and decide together. Only one of those is a partner. They also
get into the tactical stuff nobody tells you, like never bringing math you haven't had someone else check, how to keep a receipt without turning it into "I told you so," and why your marketing math ends up being the best forecasting tool the whole business has. This is the Strategy pillar of VSET.

--------------------------------------------

CHAPTERS
0:00 Why CEOs ask for growth and hold the budget flat
0:39 The reverse engineer that almost never happens
1:26 Three questions: change the goal, the budget, or the timeline
2:19 Chad: I was blaming the CEO for doing his job
4:11 Eight or nine times out of ten, you won't have the budget
4:31 Good, better, and indispensable: three ways to respond
6:07 Never bring your CEO math you haven't had someone else check
7:29 Keeping the receipt without turning it into "I told you so"
9:42 Why your marketing math is the best forecasting tool the business has

--------------------------------------------

WHO'S TALKING

Jacob Baadsgaard is the founder and CEO of Disruptive Advertising and the author of The Indispensable Marketer. He's sat in every seat at the table: data analyst, marketing director at a publicly traded company, and now the CEO on the other side of it asking marketing for a number.

Chad de Lisle has been in marketing for nearly twenty years, half of that at Disruptive working directly with Jacob. He's brought Jacob math that didn't add up and lived to tell you about it.

--------------------------------------------
ABOUT THE SHOW

The Indispensable Marketer is Disruptive Advertising's podcast. We're a performance marketing agency, and our mission is to connect great marketers with the brands they believe in. The goal of this show is simpler than that: we want marketing leaders to win. Not just hit the number, but earn the trust and the seat that comes with it.

For anyone who has no reason to trust us yet, some things you can check:

We've done over $150 million in revenue and managed over $3 billion in ad spend for thousands of businesses.
When we studied more than 2,000 of those accounts, we found that on average 76% of ad budget had no attributable revenue impact. Not low impact. No impact. That's the problem we exist to solve.
We reject 96% of applicants, because the wrong person in the wrong seat costs everyone.

We publish around 8 videos a month. We want these to be the episodes you forward to your CEO or drop in your team's channel, because you're both better on the other side of it.
--------------------------------------------

On the 30th, we're opening up VSET's Strategy pillar — the same session where Chad walked into my office with budget he didn't need and handed it back. We'll cover how to challenge a growth number without torching the relationship, why starting with 90-day priorities is backwards, and the line that changes how CEOs and marketers see each other: how far out on the timeline you can align is what makes you indispensable.

Save your seat: https://www.indispensablemarketer.com/live-pre-launch/
--------------------------------------------

FREE RESOURCES: indispensablemarketer.com/free/
Indispensable Marketer assessment: https://assessment.disruptiveuniversity.com/imaudit
Disruptive Advertising: https://disruptiveadvertising.com/
The Indispensable Marketer (book): https://www.indispensablemarketer.com/book/
Jacob on LinkedIn: https://www.linkedin.com/in/jakebaadsgaard/

FREE: the tools and templates to become an indispensable marketer:
indispensablemarketer.com/free/

You don't have a marketing problem. You have a math problem. Most marketers think more budget would fix it, and more budget on a broken equation just compounds it.

Revenue growth goal divided by average order value gives you the customers you need.

Multiply that by what you can afford to pay for a customer and you have your budget.

Jacob walks the whole equation with real numbers, then shows you the four places marketing waste is almost always hiding, because you should find the efficiency before you ask for more money. Then the three places this conversation actually lands: they approve the budget, you adjust the goal, or you extend the timeline. And the one answer
from your CEO that tells you you're not set up to succeed. This is the Strategy pillar of VSET.

--------------------------------------------

CHAPTERS
0:00 You don't have a marketing problem. You have a math problem.
1:05 The meeting every marketer has been in
1:52 The equation: growth goal to customers to budget
2:21 A worked example: $1M in growth, $100 customers, $300K budget
3:42 Find the efficiency before you ask for more
4:17 Four places waste is almost always hiding
6:46 The three trade-offs this conversation lands on
7:37 The answer that means you're not set up to succeed

--------------------------------------------

WHO'S TALKING

Jacob Baadsgaard is the founder and CEO of Disruptive Advertising and the author of The Indispensable Marketer. He's sat in every seat at the table: data analyst, marketing director at a publicly traded company, and now the CEO on the other side of it asking marketing for a number.

--------------------------------------------

ABOUT THE SHOW

The Indispensable Marketer is Disruptive Advertising's podcast. We're a performance marketing agency, and our mission is to connect great marketers with the brands they believe in. The goal of this show is simpler than that: we want marketing leaders to win. Not just hit the number, but earn the trust and the seat that comes with it.

For anyone who has no reason to trust us yet, some things you can check:

We've done over $150 million in revenue and managed over $3 billion in ad spend for thousands of businesses.

When we studied more than 2,000 of those accounts, we found that on average 76% of ad budget had no attributable revenue impact. Not low impact. No impact. That's the problem we exist to solve.
We reject 96% of applicants, because the wrong person in the wrong seat costs everyone.

We publish around 8 videos a month. We want these to be the episodes you forward to your CEO or drop in your team's channel, because you're both better on the mother side of it.

--------------------------------------------
On the 30th, we're opening up VSET's Strategy pillar — the same session where Chad walked into my office with budget he didn't need and handed it back. We'll cover how to challenge a growth number without torching the relationship, why starting with 90-day priorities is backwards, and the line that changes how CEOs and marketers see each other: how far out on the timeline you can align is what makes you indispensable.

Save your seat: https://www.indispensablemarketer.com/live-pre-launch/
--------------------------------------------

FREE RESOURCES: indispensablemarketer.com/free/
Indispensable Marketer assessment: https://assessment.disruptiveuniversity.com/imaudit
Disruptive Advertising: https://disruptiveadvertising.com/
The Indispensable Marketer (book): https://www.indispensablemarketer.com/book/
Jacob on LinkedIn: https://www.linkedin.com/in/jakebaadsgaard/

FREE: the tools and templates to become an indispensable marketer:indispensablemarketer.com/free/

Push back with an opinion and you're difficult. Push back with math and you're indispensable. Same conversation, opposite outcome.

You already got the destination out of your CEO's head. Nobody warns you that knowing the destination doesn't tell you how to get there, and that's where a lot of marketing careers quietly end. The number comes down, you nod, and then you spend twelve months hiding the gap between that number and what's actually possible. Jacob and Chad walk through the four questions a real marketing strategy has to answer, then get into the part nobody talks about: why almost no marketer does this work. It exposes what hasn't been going well. Jacob names the fear directly, that your CEO will ask why you haven't already been doing this. Chad was certain that saying no would get him replaced, and explains why the opposite happened. This is the Strategy pillar of VSET.

--------------------------------------------------------------------------------------------------------------------

CHAPTERS

0:00 Two ways to push back: with an opinion, or with math

0:19 Where marketing careers quietly end

0:55 Who owns the destination, and who owns the map

2:04 What it feels like when your marketer brings channel ideas instead

3:25 The uncomfortable conversation now versus the one later

4:16 The four questions a real strategy has to answer

6:11 Why this takes courage: the convenient lie versus the inconvenient truth

8:39 "Why haven't you already been doing this?" The fear underneath it.

9:08 Chad: saying no felt like career suicide, and did the opposite

10:02 Why a strong strategy is how you cover yourself when you screw up

--------------------------------------------------------------------------------------------------------------------

WHO'S TALKING

Jacob Baadsgaard is the founder and CEO of Disruptive Advertising and the author of The Indispensable Marketer. He's sat in every seat at the table: data analyst, marketing director at a publicly traded company, and now the CEO on the other side of it asking marketing for a number. Chad de Lisle has been in marketing for nearly twenty years, half of that at Disruptive working directly with Jacob. He spent years doing the math alone because he thought bringing it into the room would make him a problem.

--------------------------------------------------------------------------------------------------------------------

ABOUT THE SHOW

The Indispensable Marketer is Disruptive Advertising's podcast. We're a performance marketing agency, and our mission is to connect great marketers with the brands they believe in. The goal of this show is simpler than that: we want marketing leaders to win. Not just hit the number, but earn the trust and the seat that comes with it.

For anyone who has no reason to trust us yet, some things you can check: We've done over $150 million in revenue and managed over $3 billion in ad spend for thousands of businesses. When we studied more than 2,000 of those accounts, we found that on average 76% of ad budget had no attributable revenue impact. Not low impact. No impact. That's the problem we exist to solve. We reject 96% of applicants, because the wrong person in the wrong seat costs everyone. We publish around 8 videos a month. We want these to be the episodes you forward to your CEO or drop in your team's channel, because you're both better on the other side of it.

--------------------------------------------------------------------------------------------------------------------

FREE RESOURCES: indispensablemarketer.com/free/

Indispensable Marketer assessment: https://assessment.disruptiveuniversity.com/imaudit

Disruptive Advertising: https://disruptiveadvertising.com/

The Indispensable Marketer (book): https://www.indispensablemarketer.com/book/

Jacob on LinkedIn: https://www.linkedin.com/in/jakebaadsgaard

Chad on LinkedIn: https://www.linkedin.com/in/chad-de-lisle/

FREE: the tools and templates to become an indispensable marketer:
indispensablemarketer.com/free/

If I was a betting man, and I am, I'd bet you don't actually have a marketing strategy. You have reports, and a set of tactics you're testing while hoping the results show up.

Execution is the part being commoditized right now. Software can do most of it for about 2% of your salary, which is why the pressure feels the way it does. Strategy is how you get the trust back. In this episode Jacob breaks down the four questions every real marketing strategy has to answer: does the math support the goal, do you know
your target customer well enough to fill in the blanks, can you show the journey from stranger to advocate, and are you measuring each stage of it. He also names the cost, because building this means going back to your CEO and admitting where the math doesn't work. This is the Strategy pillar of VSET.

--------------------------------------------

CHAPTERS
0:00 I'll bet you don't have a strategy. You have tactics.
0:19 Why a map is useless without a destination
0:49 Why execution-only marketers are getting commoditized
2:20 Question 1: does the marketing math support the goal?
3:13 Question 2: do you actually know your target customer?
4:00 Question 3: can you show the journey from stranger to advocate?
4:29 Question 4: the data funnel, and where things break down
5:18 The uncomfortable part: telling your CEO the math doesn't work
5:49 What this looks like from the CEO's side of the table

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WHO'S TALKING

Jacob Baadsgaard is the founder and CEO of Disruptive Advertising and the author of The Indispensable Marketer. He's sat in every seat at the table: data analyst, marketing director at a publicly traded company, and now the CEO on the other side of it asking marketing for a number.

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ABOUT THE SHOW

The Indispensable Marketer is Disruptive Advertising's podcast. We're a performance marketing agency, and our mission is to connect great marketers with the brands they believe in. The goal of this show is simpler than that: we want marketing leaders to win. Not just hit the number, but earn the trust and the seat that comes with it.

For anyone who has no reason to trust us yet, some things you can check:

We've done over $150 million in revenue and managed over $3 billion in ad spend for thousands of businesses.

When we studied more than 2,000 of those accounts, we found that on average 76% of
ad budget had no attributable revenue impact. Not low impact. No impact. That's the problem we exist to solve.

We reject 96% of applicants, because the wrong person in the wrong seat costs everyone.

We publish around 8 videos a month. We want these to be the episodes you forward to your CEO or drop in your team's channel, because you're both better on the other side of it.

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On the 30th, we're opening up VSET's Strategy pillar — the same session where Chad walked into my office with budget he didn't need and handed it back. We'll cover how to challenge a growth number without torching the relationship, why starting with 90-day priorities is backwards, and the line that changes how CEOs and marketers see each other: how far out on the timeline you can align is what makes you indispensable.

Save your seat: https://www.indispensablemarketer.com/live-pre-launch/
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FREE RESOURCES: indispensablemarketer.com/free/
Indispensable Marketer assessment: https://assessment.disruptiveuniversity.com/imaudit
Disruptive Advertising: https://disruptiveadvertising.com/
The Indispensable Marketer (book): https://www.indispensablemarketer.com/book/
Jacob on LinkedIn: https://www.linkedin.com/in/jakebaadsgaard/