Why Performance Marketing Is Broken – Rethinking ROI in Content Strategy with Robert Rose

Marketers love to measure everything. Robert Rose joins A. Lee Judge and Rocio Osuna on The Business of Marketing to ask a harder question: what happens to all the value marketing creates that no spreadsheet can capture?Lee makes the controversial case for pausing measurement, and Robert explains why so much of marketing's real impact, the trust, the referrals, the lurkers, never shows up in a quarterly report. From there the conversation moves into AI and the future of marketing careers, why proof of work now beats a resume, how the role of universities is shifting, the rise of fractional work, and Robert's idea that the value of content is created at consumption, not creation.CHAPTERS00:00 The value marketers never put on the spreadsheet01:45 Quality vs. quantity in content marketing04:09 Why LinkedIn matters for AI search visibility07:06 Should marketers pause measurement?10:19 The customer who referred $1M and never entered the funnel12:45 Why marketing has always been bad at measurement15:29 AI, new grads, and the vanishing entry-level job23:40 Personal brand and why the "who" matters30:06 Becoming a consultant after a layoff41:29 Value is created at consumption, not creationRocio Osuna - https://www.rocioosuna.com/Robert Rose - https://robertrose.net/A. Lee Judge https://ALeeJudge.com A. Lee Judge is the creator and host of The Business of Marketing podcast.Please follow the podcast on your favorite podcast listening platform.This podcast is produced by Content Monsta - A leading producer of B2B Content.