In this insightful and deeply personal Viewpoint, Professor Malcolm McDonald delivers a direct challenge to marketers, academics, and business leaders alike. Originally presented at Stationer’s Hall in the City of London, this address explores the failing state of marketing as a discipline — and what must change to secure its future relevance and boardroom influence.
Combining wit, research, and hard truths, Malcolm argues that the discipline of marketing has been hollowed out — reduced to puffery, gimmicks, and tactical communication while strategic marketing lies abandoned. He calls for a return to rigour, professionalism, and accountability.
Key Issues Highlighted
- Marketing’s reputation is in crisis: CEOs and CFOs distrust marketing due to a lack of financial credibility
- Only 0.5% of UK marketers are chartered professionals: A sign of weak industry standards
- Sales was wrongly separated from marketing: Despite being five times its size and closest to customers
- Digital obsession has replaced strategy: Many marketers “mess” with platforms without purpose
What Needs to Change
- Reunite sales and marketing under a strategic growth agenda
- Professionalise the marketing discipline with qualifications and accountability
- Refocus marketing around strategy, customer value, and financial contribution
- Use long-term forecasting and planning — not short-term targets dressed as budgets
Action Points
- Audit your marketing team — are they doing real strategy or just managing social media?
- Check whether your sales force aligns with your strategic marketing plan
- Reject budgets that are disconnected from strategic objectives
- Demand long-term planning built on customer insight and business cases
Quote
“Marketing just doesn’t mean good marketing anymore — it’s mis-marketing.” – Professor Malcolm McDonald
Download the Full Viewpoint
This summary captures the spirit — the full PDF includes the speech transcript, strategic warning signs, and a passionate defence of marketing’s place in shaping business futures.