If a picture is worth a thousand words, then in the language of business, a cartoon is worth at least 100,000 more. Tom Fishburne, Chief Marketoonist at The Marketoonist, is adept at expressing complex business issues in his artwork.
The cartoon above, in particular, sums up the plague of misnomers and jargon that has infected the marketing world masquerading as terms for “value.”
As Mastercard CMO Raja Rajamannar explains it:
“Because many CMOs have risen through the creative route, much more than the financial route, they are like a rabbit caught in the headlights. They talk about jargon and marketing KPIs, which the CFO and CEO could care less about – they are looking for financial results. Is customer growth happening, is my profitability increasing, what is marketing doing to my EBITDA?”
Gosh what a novel concept. Putting someone in charge of marketing spend that actually understands how an organization makes money and achieves revenue goals.
For bringing much-need visibility to this issue, we’ve named The Marketoonist our Measurement Maven of the Month. Congrats! Learn more about The Marketoonist here, or watch this video:
4Ps4Qs: Tom Fishburne, Marketoonist from Leo Burnett Worldwide on Vimeo.
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