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The Indispensable Marketer episodes
- I Interviewed the CEO Who Almost Fired Me
FREE: the tools and templates to become an indispensable marketer: indispensablemarketer.com/free/
For ten years Chad ran marketing for Jacob. Then he told the executive team he
wasn't sure he was the right guy for the job. Jacob told him he agreed.
This is the conversation most marketing leaders never have with their CEO. Chad
asks Jacob what was actually going through his head in that conference room,
why he'd already burned through five marketing leaders in nine years, and what
changed when he realized he might be the common denominator. If you feel the
heat in every leadership meeting and can't name why the trust isn't there,
start here.
--------------------------------------------
CHAPTERS
0:00 The conversation every marketing leader avoids with their CEO
1:55 Inside the meeting where Chad said "I'm not the right guy for this job"
3:54 What Jacob was actually thinking, and why he didn't reassure him
4:56 Five marketing leaders in nine years, and the moment the CEO became the
common denominator
6:49 The Trust Gap, named: why it isn't a skills gap or a budget gap
10:17 Why marketers who lead with execution are becoming dispensable
13:17 VSET explained: Vision, Strategy, Execution, Team, and who owns what
17:46 Why having the hard conversation is the less risky path
20:55 What to put on the table with your CEO this week
--------------------------------------------
WHO'S TALKING
Jacob Baadsgaard is the founder and CEO of Disruptive Advertising and the author
of The Indispensable Marketer. He's sat on both sides of this table: marketing
director at a public company, and now the CEO 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 smile and nod
in executive meetings. Here he tells you what it cost him.
--------------------------------------------
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 managed marketing for more than 2,000 client accounts.
We reject 96% of applicants, because the wrong person in the wrong seat costs
everyone.
In 2020 we fired two-thirds of our client roster on purpose. Purpose without
performance is a hobby. Performance without purpose is a trap.
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/
Disruptive Advertising: disruptiveadvertising.com
The Indispensable Marketer (book): https://www.indispensablemarketer.com/book/
Connect with Jacob on LinkedIn: https://www.linkedin.com/in/jakebaadsgaard/
Connect with Chad on LinkedIn: https://www.linkedin.com/in/chad-de-lisle/
NEXT EPISODE: Jacob fired 450 clients during Covid. It almost broke marketing,
and it turned out to be the best decision we ever made.
22 min - Growth at All Costs Is Costing You the Right Customers
FREE: the tools and templates to become an indispensable marketer: indispensablemarketer.com/free/
A top strategist walked into Jacob's office, closed the door, and told him he hated logging into a client account worth over $1 million a year. Disruptive walked away from the contract.
Most marketers have never asked how core values help them do better marketing, which is why for most companies they stay words on a wall that cost nothing. This episode fixes that. Jacob gives you two questions to ask your CEO that surface their real values and their anti-values, a third to run with your executive team,
and the test that separates a value from a preference. Then you run the same exercise on yourself, because marketing is the best job in the world or the worst one depending on whether you believe in what you're marketing. This is the Vision pillar of VSET.
--------------------------------------------
CHAPTERS
0:00 The $1 million contract we walked away from
1:21 If a value doesn't cost you something, it's just a preference
2:56 Why core values are a marketing tool, not an HR poster
4:15 Question 1: who inspires your CEO, and what that actually tells you
4:56 Question 2: the sassy one that surfaces their anti-values
5:46 The third question to run with your executive team
6:44 "It's not my job to set the values." Correct. It's your job to extract them.
7:08 Now run the same exercise on yourself
--------------------------------------------
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: marketing analyst, head of marketing at a publicly traded company, and now the CEO on the other side of it. He built Disruptive from scratch to over $150 million in
lifetime revenue.
--------------------------------------------
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 managed marketing for more than 2,000 client accounts.
When we studied 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/
Connect with Jacob on LinkedIn: https://www.linkedin.com/in/jakebaadsgaard/
10 min - Your CEO Can’t Tell You Why The Company Exists
FREE: the tools and templates to become an indispensable marketer: indispensablemarketer.com/free/
If you and your CEO can't say why the business exists beyond making money, no marketing plan will ever satisfy them. You'll throw spaghetti at the wall for your whole career and never know why.
Jacob Baadsgaard has been on both sides of this. In this episode he gives you the three questions that pull a CEO's why into the open, the story of the moment he realized he'd fallen out of love with his own agency, and how to turn the answers into a why statement you can actually market against. He also breaks down the four founder stages, because the same question lands completely differently on a CEO who's still proving it than on one thinking about legacy. This is the Vision pillar of VSET.
--------------------------------------------
CHAPTERS
0:00 Why "we exist to make money" guarantees you'll never satisfy your CEO
1:23 Brazil, 2020: when I realized I'd fallen out of love with my own business
3:19 Question 1: the founding story, and why nothing works without it
4:46 Question 2: the customer success story that reveals what they actually care
about
5:31 Question 3: the employee outcome they're proud of
5:58 How to turn their answers into a three-part why statement
7:19 The four founder stages, and how to meet your CEO where they actually are
9:51 The question to ask yourself once you have their answer
--------------------------------------------
WHO'S TALKING
Jacob Baadsgaard is the founder and CEO of Disruptive Advertising and the author of The Indispensable Marketer. He started as a data analyst, became a marketing director at a publicly traded company, and now sits in the CEO's chair asking marketing for a number. He's had this conversation from both sides of the table, including badly.
--------------------------------------------
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 managed marketing for more than 2,000 client accounts.
When we studied 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/Connect with Jacob on LinkedIn: https://www.linkedin.com/in/jakebaadsgaard/
11 min - This Is Why You Hate Your Marketing Job
FREE: the tools and templates to become an indispensable marketer: indispensablemarketer.com/free/
Being a marketer is either the best job in the world or the worst one, and it comes down to two things: whether you believe in what you're marketing, and whether you can actually get results. Most marketers right now have neither.
If you're aligned with your CEO in the planning meeting and underwater a quarter later, this is the diagnosis. It isn't effort and it isn't your playbook. It's the trust gap between what the CEO holds in their head and what you're executing against. Jacob went through five marketing leaders in eight years before he admitted he was the common denominator, and then hit the same wall with the sixth, the one person he was certain he'd been clear with. What came out of fixing that
is VSET: Vision, Strategy, Execution, Team. This video is the introduction to the framework and the place to start on this channel.
--------------------------------------------
CHAPTERS
0:00 Why marketing is either the best or the worst job in the world
2:28 The cycle: aligned in the meeting, underwater a quarter later
3:43 The trust gap, and why executing harder won't close it
4:14 Five marketing leaders in eight years, and the moment I realized I was the
common denominator
5:21 What happened with Chad, the one person I was sure I'd been clear with
7:33 VSET explained: Vision, Strategy, Execution, Team
8:32 Why most marketers start with execution, and why that breaks everything
9:00 You are not the problem. The system you're working in is.
--------------------------------------------
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 asking marketing for a number. Over 14 years he's built Disruptive to more than $150 million in lifetime revenue, employed over 500 marketers, and worked with thousands of businesses. He's also been the CEO he admits he'd have struggled to work for.
--------------------------------------------
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 managed marketing for more than 2,000 client accounts.
When we studied 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/
Connect with Jacob on LinkedIn: https://www.linkedin.com/in/jakebaadsgaard/
11 min
About The Indispensable Marketer
From the publisher's feed
Become the marketer your CEO can't run the business without.
You bring the CEO a plan. The numbers aren't bad. You're still explaining yourself instead of leading.
That's the Trust…
Gap. The work comes back wrong, results stall, and neither of you can say why. It's why talented marketers get treated like a vending machine instead of the architect of growth.
The Indispensable Marketer is hosted by Disruptive Advertising for marketing leaders at $3M-$50M scale-ups done managing perception and ready to build real authority. Every episode runs on VSET: Vision, Strategy, Execution, Team, the framework behind the Indispensable Marketer book and Assessment. Closing the Trust Gap is a skill you can learn, prove, and measure.
Some weeks it's a solo teaching on extracting real Vision. Other weeks it's a conversation with a leader who closed their own Trust Gap and can tell you what it cost.
We turn away most prospective clients and 96% of marketers who apply. Selectivity protects the standard.
If you've wondered whether you're the right person for the job, start here.
The Indispensable Marketer is hosted by Disruptive Advertising for marketing leaders at $3M-$50M scale-ups done managing perception and ready to build real authority. Every episode runs on VSET: Vision, Strategy, Execution, Team, the framework behind the Indispensable Marketer book and Assessment. Closing the Trust Gap is a skill you can learn, prove, and measure.
Some weeks it's a solo teaching on extracting real Vision. Other weeks it's a conversation with a leader who closed their own Trust Gap and can tell you what it cost.
We turn away most prospective clients and 96% of marketers who apply. Selectivity protects the standard.
If you've wondered whether you're the right person for the job, start here.