Marketing effectiveness has always been the discipline’s hardest question: what actually works, and how do you know? As AI accelerates execution and scrutiny on marketing investment intensifies, that question carries more weight than ever. Recent research from Ipsos suggests that the foundational knowledge needed to answer it — how brands grow, how to allocate investment across the long and short, how to defend decisions under pressure — is less widely shared across the profession than most assume.
In this discussion, AMA’s Matt Weingarden sits down with Kim Whitler, professor at the University of Virginia’s Darden School of Business, former CMO, and a leading voice on marketing effectiveness and leadership, to examine what it actually takes to build marketing that drives business results. The conversation draws on new research and a frank look at the gap between marketing confidence and marketing capability.
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This Training is Exclusively for AMA Members
Speakers
Kim Whitler
Frank M. Sands Sr. Associate Professor, Darden School of Business, University of Virginia
Matt Weingarden
Executive Vice President, Communities & Journals, AMA