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May 7, 2024 26 mins

In this episode of Unicorny, Dom Hawes and guest Adrian Coxon, CMO of Exante, address the ongoing challenge of marketing being undervalued in businesses. The evidence? Many marketers are paid less than their peers.

So how do you boost the redress the imbalance?

  • Understand the implications of short-term focus versus long-term strategy in marketing and how it affects how other internal stakeholders view marketing. 
  • Recognise the importance of the CMO’s role in aligning marketing's activity with business success.
  • Find ways to demonstrate value beyond immediate ROI to foster long-term brand equity. 
  • Learn to manage internal perceptions of marketing to enhance your departmental value and influence. 

Why listen? Like all Unicorny output, you'll gain actionable advice from someone like you who's dealing the same issues as you.

About Adrian Coxon 

Operating at board level with a successful track record of building global brands and delivering revenue growth for financial services, e-commerce and tech companies. 

Adrian likes to use a customer-centric, data-driven approach that translates into innovative and authentic advertising campaigns, driving value across the entire customer lifecycle.  

Adrian’s real focus is on strong relationships - when you inspire the right people with a clear vision and empower them to deliver change then great things happen. 


Full show notes:  

LinkedIn: Adrian Coxon | Dom Hawes  

Website: Exante 

Sponsor: Selbey Anderson  

Episode outline

  • Introduction to the theme: Is marketing undervalued?
  • Adrian Coxon's journey and the financial evaluation of marketing roles.
  • Insights on the evolution of marketing and its significance.
  • Discussion on switching from agency to client side for better valuation.
  • The challenges of digital-focused ROI in marketing.
  • Exploring the balance between innovation and efficiency in marketing.
  • Strategies to enhance the recognition and remuneration of marketing teams.
  • Marketing's role in managing the customer experience lifecycle.
  • Long-term strategic planning and overcoming short-term constraints.
  • The critical role of the CMO in defining and steering brand objectives.

This podcast uses the following third-party services for analysis:

Podder -
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Mark as Played

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