Episode 007 · Marketing Strategy · CMO · Business Marketing as a Strategic Business Function
Marketing drifted into promotion. Alexander Schulze wants to pull it back into business strategy where it belongs.
Show notes
Alexander Schulze and David Göz examine the shift from a holistic marketing approach to a predominantly promotional focus — and what it costs businesses that make this shift.
They discuss how CMOs can reclaim strategic relevance by providing the market-oriented insights that make every other business function better at its job.
"Marketing is not here for creating art or the most creative assets out there, but really to support the company in fulfilling its goals."
"Everyone in the business world would agree that marketing as a function is very important. Marketing as a department? Not so sure."
"If you have those insights, everyone loves to have you in the discussion — because the moment you can provide the rest of the team with insights from the actual customer, you will almost automatically gain relevance internally."
The Playbook
The reusable principles from this conversation.
The Playbook
1. Position marketing beyond communication
Marketing's strategic power lies in providing market-oriented insights that shape product, pricing, and go-to-market strategy — not just promotion. When marketing integrates those insights across the business, it gains credibility and becomes indispensable.
Why it's overlooked: Most CMOs default to communication management because it is visible and measurable. Strategic market-orientation work is harder to quantify and requires organisational influence beyond the marketing department.
The Playbook
2. Build internal credibility through lighthouse projects
You cannot reposition marketing overnight. Instead, create high-impact initiatives that solve real business problems using market knowledge. Document the wins and make them visible internally. Change minds through proof, not promises.
Why it's overlooked: It feels slower than making a grand announcement. But it changes culture permanently rather than briefly.
The Playbook
3. Understand your market across four dimensions
Before any campaign or strategy: analyse customer behaviour, competitive landscape, industry trends, and cultural context. Tailor the insight to the specific question each internal stakeholder needs answered — not a generic market study.
Why it's overlooked: Most teams skip this to reach execution faster. It requires patience, intellectual discipline, and the willingness to deliver uncomfortable findings.
The Guest
Alexander Schulze
Manager · Vivaldi Group
Alexander works at a global marketing consultancy specialising in brand strategy, innovation and digital transformation across nutrition, retail, automotive and energy.
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