The 9-Month Half-Life of Modern Marketing

When was the last time you dramatically reviewed your marketing operations? If it wasn’t in the last 9 months, you’re already starting to fall behind. Here is why.

Through the perform.xL model, I’ve tracked core benchmarks across 55+ organisational competencies, every quarter, for over 15 years. Recently, I analysed how often those benchmarks actually change to understand how stable (or unstable) they’ve become.

Here’s the number that matters: The marketing benchmark half-life is now 2.9 quarters.

In plain terms: Your marketing operating model becomes outdated in under nine months.

If you’re not fundamentally rethinking how you approach marketing, not incrementally, but dramatically, you’re not competing in the next phase of digital disruption.