The best predictor of a business outcome is the outcome itself.
I just read Sorin Patilinet’s new book, Marketing Effectiveness – Applying Marketing Science for Brand Growth. It is both a pragmatic primer and a field manual forged inside one of the world’s most effective marketing organizations: Mars.
Sorin – aka “Marketing Engineer – is a man after my own heart. He cuts straight to what actually drives brand growth: sales. His bias is firmly toward behavioral, observable outcomes, not self-reported surveys or the vanity metrics our industry too often mistake for progress.
Having partnered closely with Sorin for years in building and scaling Mars’s storied ACE Creative Effectiveness system — powered today by Adverteyes.ai — I’ve learned something deeper from him. With the consumer at the center, marketing growth requires:
1. Commitment to boardroom outcomes backed by science
2. Courage and creativity to engineer new systems where the bar is low or nonexistent
3. Discipline to communicate to consumers and colleagues with absolute simplicity
“More Attention and Emotion in Your Creative Drives More Sales.”
Sorin helped turn that idea into a meme inside Mars and, ultimately, across the wider industry. ACE remains the gold standard in modern advertising effectiveness and proof of what happens when creative intelligence, attention, and AI work together to drive business lift.
One of my favorite passages around creative and marketing effectiveness:
“If you want to grow your brand, focus on what truly matters: sales – the boardroom language. Previous sales and conversions are the strongest predictors of future growth. Sales impact serves as the ultimate KPI… softer metrics like purchase intent, CTR, or viewability are mostly background noise unless they directly link to a transaction.”
I also learned from Sorin the power of being understated, authentic, and kind—traits that run through every chapter of his book.
If you work in advertising or marketing, this is required reading. It will make your marketing more effective and likely your career as well.
Do yourself a favor and pick up a copy on Amazon
