Episode #74. The focus of this episode is marketing ecosystems, which essentially is the essence of what your marketing function sets out to do and how you go about doing it.
It’s the sum of the all your internal and external marketing capabilities and how you do things – whether it’s related to your people, your tech platforms, your strategic approach or your culture etc.
Abby’s guest to discuss is George Porteous, Chief Strategy Officer at AAR who has recently created a report in partnership with the Drum: The Marketing Ecosystem Blueprint, on how to create a marketing ecosystem.
In this episode he shares his definition of a good marketing ecosystem, the 4Ps of ecosystems, the role of culture, agency partners and his advice for marketers.
