Brand v CRM v Performance Marketing - Panel Discussion | Enlighten Data Driven Marketing Summit 2026

When budgets are tight and pressure on ROI is high, where should the next pound go? Should immediate profit be maximised through performance marketing? Can you invest in the future with brand equity? Or is it best to keep hold of the customers you've already got through CRM? From Enlighten 2026, Owen Jenkins hosts a panel of senior marketers to discuss Brand v CRM v Performance marketing. Featuring Natalie Fordham from Goodwood, Carla Punter from Wagamama, Jo Young from UniFida and Dean Harvey from Inghams. Register your interest in the next Enlighten summit here: www.r-cubed.co.uk/enlighten-data-summit/ 00:00 Introduction: Brand vs CRM vs performance marketing in a tight budget environment 00:31 Meet the panel 02:03 Is brand marketing just an expensive ego boost? 06:37 Measuring brand vs performance: different goals, different metrics 08:04 Does CRM have a perception problem? 12:45 Taking CRM to the boardroom: customer retention and growth 14:31 Brand, CRM and performance as a connected ecosystem 15:38 Has performance marketing become too expensive? 18:23 The 60/40 brand and performance marketing debate 19:39 Making the investment case to the board 21:39 The risk of over-relying on one marketing channel 24:18 Why creativity is undervalued in business 25:27 AI's impact on brand, CRM and performance marketing 29:00 Should AI be its own marketing discipline? 32:31 Who owns the customer experience? 36:08 Audience Q&A: breaking down marketing silos 39:24 Is the customer's voice missing from the boardroom? 41:01 If you could invest in only one area, what would it be?