There is a growing debate in the field about whether marketing has been reduced to an activity and has lost its position as an academic discipline built to run across the whole business.

In more recent years, the models have been replaced with the now-infamous wheel, and describing marketing as a system has become a common theme. The wheel seems to have leapfrogged the funnel, and with good reason: it reflects how marketing operates from the inside. Plan, iterate, measure, review, plan, iterate…round and round it goes.

Marketing is changing fast. Execution is becoming automated and commoditised, channels have multiplied, and with so much noise, it is easy for clear strategic thinking to get buried in exchange for immediate delivery.

Through this blog, the platforms I am building, and the work I continue to deliver for clients, I will keep unpacking what this means.