S2 Ep4: When the funnel breaks

Brand investment rises while performance tactics get commoditised - but will marketing teams shift budget or stick to old metrics?*Shownotes:*Strategic intent and operational reality diverge. Roxana's challenge cuts through the optimism: "We've tried everything, and then AI came, and everything seems to be for naught." That's not burnout, that's crisis.This episode is for life science marketing and sales leaders navigating the gap between what researchers say should happen and what actually gets budget approval. Matt and Jasmine unpack insights from a 60-minute RISE community session where seven marketers spoke with uncomfortable honesty about brand versus performance, AI's commoditisation of tactics, and the discipline required to prove brand value by January 2027. The core truth: predictions rarely survive first contact with the budget game.*What you will learn:** Why 70% of B2B buying ends with no decision and what role brand plays in unblocking those stalled deals* How CFOs now control 20% of six-figure deals while marketers measure MQLs that don't matter* The hidden cost of "secret cyborgs" using AI without governance in regulated life science environments* Why referred leads convert faster than any marketing qualified lead you'll ever generate* How to execute a dignified product end-of-life that protects customer relationships and frees engineering capacity* The two-axis framework (profitability vs strategic value) for triaging which products to sunset and which to extend*Chapters:*[0:00] Strivenn LLC announcement - North American expansion[1:39] Roxana's challenge: "We've tried everything, then AI came"[4:04] Why marketers ruin everything (and how AI accelerates it)[6:18] The expensive truth about measuring brand perception[8:26] Persuasion marketing and connecting dots to the sales funnel[9:56] Brand as the hub: word of mouth, persuasion, and trust[11:11] The most important lead is the one who was referred to you[12:28] Japanese market observations: size creates selling constraints[13:49] CFO involvement and the ROI pressure on marketing[15:03] Model Context Protocol (MCP) and e-commerce integration[16:28] Roxana's January 2027 deadline - strategic intent vs operational reality[18:00] Product end-of-life: when products reach the end of utility[21:14] The triage framework: profitability vs strategic value[24:41] Dignified exits: protocol conversion guides and transition pricing[28:09] Product inheritance: what declining products carry forward[30:02] Product end-of-life's knock-on effect on brand marketing*Subscribe and connect:*If this conversation helped you see the gap between strategic intent and what actually gets funded, subscribe to _A Splice of Life Science Marketing_ on https://youtube.com/@strivenn, https://open.spotify.com/show/your-show, or https://podcasts.apple.com/podcast/your-podcast. Visit http://strivenn.com for more insights on turning science into demand.