In this episode, Paul talks to well-known marketer Pete Markey who is currently CMO at TSB Bank and ISBA Vice President. Pete shares why marketing is a lot more than communications – why it should set the agenda for customer experience, the brand and the true embodiment of a company’s purpose. Pete talks eloquently about how marketers need to lead the education and transformation around digital and marketing at board level plus master modern tools for measuring marketing effectiveness. In Pete’s view, the best marketers are those that are deeply curious about the “whole” business, have the best cross discipline relationships and are masters at stitching things together and “marketing the value of marketing.”