Curated News
By: NewsRamp Editorial Staff
October 20, 2025
Marketing's Identity Crisis: Why Old Playbooks Fail in AI Era
TLDR
- Intention.ly helps financial firms gain competitive advantage by aligning marketing and sales teams to build intentional growth engines that outperform outdated playbooks.
- Intention.ly addresses marketing attribution challenges by aligning sales and marketing teams on target audiences and success metrics beyond simple conversions.
- Intention.ly's approach creates better marketing by focusing on credibility and usefulness, helping financial firms build genuine trust with skeptical modern buyers.
- Marketing's identity crisis reveals that today's buyers research on unexpected platforms and value peer recommendations over traditional advertising methods.
Impact - Why it Matters
This news matters because it addresses fundamental shifts affecting how businesses connect with customers in the digital age. The breakdown of attribution models means companies are making marketing decisions based on incomplete data, potentially wasting millions in advertising spend. The AI competency gap threatens to leave organizations behind as competitors master new technologies, while the death of traditional marketing approaches requires complete strategic overhaul. For consumers, this means encountering more authentic, useful marketing content rather than generic sales pitches. For businesses, it represents both a challenge and opportunity to build more meaningful customer relationships through aligned strategies and properly implemented AI tools that enhance rather than replace human insight.
Summary
Marketing is experiencing a profound identity crisis, with financial services and fintech professionals grappling with three fundamental challenges: the breakdown of traditional attribution models, the chaotic adoption of AI without proper training, and the obsolescence of conventional marketing playbooks. Attribution systems are failing because they can't capture modern buyer journeys that span multiple touchpoints from LinkedIn ads to Reddit discussions and personal recommendations. This data paralysis causes marketing teams to avoid smart risks and optimize for easily manipulated metrics rather than genuine business growth. The solution requires alignment between marketing and sales teams on target audiences and success metrics beyond simple conversions.
Artificial intelligence has moved from curiosity to chaos, with widespread adoption but minimal competency across marketing teams. While AI tools are being used for email campaigns, social content, and client feedback analysis, few organizations have trained their teams to use them effectively. This creates a dangerous gap where firms risk automating mediocrity rather than enhancing quality. Successful companies are investing in upskilling programs that teach teams to blend human insight with machine efficiency, creating repeatable workflows and redefining creative strategy for an AI-driven world. The key insight is that AI serves as an amplifier rather than a replacement for strategic thinking.
The traditional marketing playbook of conference sponsorships, LinkedIn ads, and direct mail has become ineffective as today's buyers have evolved to be more skeptical and research across unconventional platforms. Paid social media is becoming more expensive with diminishing returns, while content syndication is dying. Modern marketing success now depends on credibility and usefulness, with prospects seeking genuine problem-solving from trusted brands rather than superficial thought leadership. At Intention.ly, Founder and CEO Kelly Waltrich is helping financial services and fintech clients navigate this transformation by aligning teams, upskilling talent, and experimenting with new approaches that prioritize human connection in an increasingly automated landscape.
Source Statement
This curated news summary relied on content disributed by citybiz. Read the original source here, Marketing's Identity Crisis: Why Old Playbooks Fail in AI Era
