The Incremental Marketer

Paul Boruta
  • 5.0 (3)
  • Marketing

Hosted by Paul Boruta, Founder & CEO of Slingwave Join Paul as he sits down with top marketing leaders to uncover the strategies, experiments, and data-driven moves that actually drive growth. No fluff. No vanity metrics. Just real, actionable insights to help you optimize, scale, and win. If you geek out on analytics, love testing what really works, and want to stay ahead of the latest marketing trends, this show is for you. 🎙️ Smarter marketing starts here → slingwave.com

  1. May 19

    The Hidden Cost of Siloed Marketing | Paul Boruta, Founder & CEO, Slingwave

    What if your marketing problem isn’t a channel problem - but a coordination problem? In this episode of The Incremental Marketer, Paul Boruta continues our educational series with a look at one of the biggest - and often most invisible - sources of marketing inefficiency: siloed decision-making. When teams, channels, platforms, and measurement systems are all optimizing toward their own KPIs, the business as a whole can become less efficient - even when each individual team appears to be performing well. In this episode, Paul breaks down four hidden costs of siloed marketing: 1. Budget duplication How brands end up paying multiple times to reach or influence the same customer. 2. Measurement fragmentation Why every platform can appear to be “working” while the business struggles to understand what’s truly incremental. 3. Creative and message inconsistency How disconnected teams can create a fragmented customer experience across channels. 4. Timing and sequencing conflicts Why even strong campaigns can lose efficiency when planning, activation, and feedback are not aligned. The key takeaway: don’t confuse channel optimization with business optimization. The next big marketing opportunity may not be another channel, platform, or dashboard. It may be getting the whole system to work together. If your team struggles to connect planning, measurement, and growth decisions, this episode is for you. CHAPTERS 00:00 The Hidden Cost of Siloed Marketing 03:03 Understanding Coordination Problems in Marketing 05:00 Identifying Hidden Costs in Marketing 06:27 The Impact of Measurement Fragmentation 09:19 Creative and Messaging Inconsistencies 11:21 Timing Conflicts and Their Consequences 14:03 The Role of the Modern CMO 16:45 The Path to Better Coordination 18:36 Conclusion: The Importance of Coordination CONTACT PAUL linkedin.com/in/boruta/ slingwave.com 🔥 ABOUT THE CHANNEL Join Slingwave Founder & CEO Paul Boruta as he sits down with top marketing leaders to uncover the strategies, experiments, and data-driven moves that actually drive growth. No fluff. No vanity metrics. Just real, actionable insights to help you optimize, scale, and win. If you geek out on analytics, love testing what really works, and want to stay ahead of the latest marketing trends, this show is for you. 👉 Ways to connect & explore: 🎥 Prefer video? Watch full episodes on YOUTUBE.🤝 Want to talk marketing analytics? REQUEST A DEMO.🔗 Stay in the loop and follow Slingwave on LINKEDIN.💬 CONTACT PAUL🎙️ Smarter marketing starts here →slingwave.com

    20 min

  2. May 6

    The New CMO Mandate| Robin Zucker, Co-Founder & CMO, Renovar AI

    In this episode of The Incremental Marketer, we sit down with Robin Zucker - Co-Founder & CMO of Renovar AI - to unpack what AI really means for marketing leaders today. This isn’t a conversation about hype or shiny tools. It’s about what’s actually changing inside organizations - and what it takes to keep up. Robin shares a candid view from working with boards, CEOs, and private equity-backed companies navigating AI, growth pressure, and transformation in real time. We cover: - Why “AI-ifying” your business doesn’t work without strong operational foundations - How boards are redefining marketing success around incremental impact - The shift from SEO to AI-driven discoverability - and what that means for your brand - Why traffic may be going down - but engagement and intent are going up - The rise of the fractional CMO and why speed + pattern recognition matter more than ever - What a successful CMO looks like in 2026 One of the biggest takeaways: Doing nothing with AI is a decision—and it’s the wrong one. But success with AI isn’t about chasing new tools. It’s about fixing your data, aligning your operations, and building the foundation to actually scale. If you’re a marketing leader, founder, or operator trying to make sense of this shift - this episode will give you a clear, grounded perspective on what to do next. CHAPTERS 00:00 Navigating the AI Landscape 04:15 The Evolving Role of Marketing in Boardrooms 08:42 Fractional CMOs: A New Approach to Marketing Leadership 14:01 AI's Impact on Business Operations 20:53 Discoverability in the Age of AI 24:13 The Future of the CMO Role 30:42 The Importance of AI in Marketing Strategy CONTACT ROBIN https://www.linkedin.com/in/robinzucker/ https://robinzucker.com/ 🔥 ABOUT THE CHANNEL Join Slingwave Founder & CEO Paul Boruta as he sits down with top marketing leaders to uncover the strategies, experiments, and data-driven moves that actually drive growth. No fluff. No vanity metrics. Just real, actionable insights to help you optimize, scale, and win. If you geek out on analytics, love testing what really works, and want to stay ahead of the latest marketing trends, this show is for you. 👉 Ways to connect & explore: 🎥 Prefer video? Watch full episodes on YOUTUBE.🤝 Want to talk marketing analytics? REQUEST A DEMO.🔗 Stay in the loop and follow Slingwave on LINKEDIN.💬 CONTACT PAUL🎙️ Smarter marketing starts here →slingwave.com

    36 min

  3. Apr 21

    Incrementality Is Capital Allocation | Paul Boruta, Founder & CEO, Slingwave

    Most marketers think incrementality is something you measure. The best marketers know it’s how you run your business. In this episode of The Incremental Marketer, Paul Boruta breaks down why incrementality isn’t just a tactic - it’s a capital allocation system that should shape every marketing decision you make. Because the real question isn’t “what performed?” It’s: what actually drove new growth? In this episode, you’ll learn: • Why most companies misallocate 10–30% of their marketing budget • The difference between capturing demand vs. creating it • Why attribution (especially last-click) leads to bad decisions • The concept of the Marketing Optimization Stack • How incrementality exists across every layer—not just channels • What happens when marketing starts speaking the language of finance • How to build a system that continuously improves ROI over time Incrementality isn’t about proving marketing works. It’s about making marketing work better. If you want to move from optimizing dashboards to allocating capital - and unlock real, incremental growth - this episode is for you. CHAPTERS 00:00 Introduction to Incrementality 02:04 Understanding Incrementality 04:30 The Misallocation of Marketing Spend 06:55 The Shift from Tactic to System 13:06 Building a Foundational Model 18:15 Conclusion and Key Takeaways CONTACT PAUL linkedin.com/in/boruta/ slingwave.com 🔥 ABOUT THE CHANNEL Join Slingwave Founder & CEO Paul Boruta as he sits down with top marketing leaders to uncover the strategies, experiments, and data-driven moves that actually drive growth. No fluff. No vanity metrics. Just real, actionable insights to help you optimize, scale, and win. If you geek out on analytics, love testing what really works, and want to stay ahead of the latest marketing trends, this show is for you. 👉 Ways to connect & explore: 🎥 Prefer video? Watch full episodes on YOUTUBE.🤝 Want to talk marketing analytics? REQUEST A DEMO.🔗 Stay in the loop and follow Slingwave on LINKEDIN.💬 CONTACT PAUL🎙️ Smarter marketing starts here →slingwave.com

    19 min

  4. Apr 7

    Engineering as the New Growth Lever | Piotr Motykiewicz, Fractional CTO & AI Operations, Slingwave

    Most marketers are still making decisions based on data that… frankly, can’t be trusted. Every platform grades its own homework. And with more channels than ever - Amazon, Meta, Google, TikTok - it’s never been harder to understand what’s actually driving revenue. But what if you could change that? In this episode of The Incremental Marketer, I sit down with Slingwave’s Lead Engineer, Piotr Motykiewicz, to break down how we’re tackling one of the biggest problems in marketing measurement - and what we’ve just launched to solve it. We get into: Why traditional measurement is brokenHow AI and agent-based systems are changing what’s possibleAnd how Slingwave is delivering incrementality insights in days, not months If you’ve ever questioned your attribution, your budget allocation, or what’s really working in your media mix -  this is a conversation you don’t want to miss. CHAPTERS 00:00 The Evolution of Machine Learning and AI 02:03 Piotr's Journey in Tech and Engineering 04:01 Changing Roles in Engineering Leadership 05:15 Cultural Shifts in Engineering Practices 07:54 The Intersection of Business and Technology 09:57 Building a Modern Engineering Culture 12:17 Challenges in Marketing Measurement 14:45 Unified Architecture for Marketing Solutions 18:12 The Promise of Incrementality in Marketing 22:47 The Future of AI in Marketing CONTACT PIOTR https://www.linkedin.com/in/piotr-motykiewicz-48597519/ 🔥 ABOUT THE CHANNEL Join Slingwave Founder & CEO Paul Boruta as he sits down with top marketing leaders to uncover the strategies, experiments, and data-driven moves that actually drive growth. No fluff. No vanity metrics. Just real, actionable insights to help you optimize, scale, and win. If you geek out on analytics, love testing what really works, and want to stay ahead of the latest marketing trends, this show is for you. 👉 Ways to connect & explore: 🎥 Prefer video? Watch full episodes on YOUTUBE.🤝 Want to talk marketing analytics? REQUEST A DEMO.🔗 Stay in the loop and follow Slingwave on LINKEDIN.💬 CONTACT PAUL🎙️ Smarter marketing starts here →slingwave.com

    24 min

  5. Apr 6

    The Amazon Opportunity Marketers Are Missing | Paul Boruta, Founder & CEO, Slingwave

    In this episode of The Incremental Marketer, Paul Boruta kicks off a new monthly series exploring the biggest trends and shifts shaping modern marketing. Today’s topic: the Amazon advertising opportunity most marketers are still missing. Amazon has quietly become the third-largest digital ad platform in the world, yet many marketers still treat it like a retail shelf instead of a full-funnel media channel. Paul breaks down why Amazon may be one of the most underestimated opportunities in today’s media mix, what makes its data and targeting different from Google and Meta, and how marketers should think about measurement, incrementality, and experimentation on the platform. If you're building a modern media strategy, this is a channel you can’t ignore. CHAPTERS 00:00 Introduction to the Incremental Marketer Podcast 01:10 Amazon: The Underestimated Ad Platform 01:45 Understanding Amazon's Advertising Ecosystem 04:13 The Importance of Purchase Intent 06:31 Challenges in Amazon Marketing 08:52 Measurement Confusion and Old Mental Models 11:11 The Measurement Opportunity with SlingWave 14:02 Experimentation and Causal Impact Studies 16:21 Leveraging AI for Marketing Insights 18:38 Final Thoughts on Amazon as a Media Ecosystem CONTACT PAUL linkedin.com/in/boruta/ slingwave.com 🔥 ABOUT THE CHANNEL Join Slingwave Founder & CEO Paul Boruta as he sits down with top marketing leaders to uncover the strategies, experiments, and data-driven moves that actually drive growth. No fluff. No vanity metrics. Just real, actionable insights to help you optimize, scale, and win. If you geek out on analytics, love testing what really works, and want to stay ahead of the latest marketing trends, this show is for you. 👉 Ways to connect & explore: 🎥 Prefer video? Watch full episodes on YOUTUBE.🤝 Want to talk marketing analytics? REQUEST A DEMO.🔗 Stay in the loop and follow Slingwave on LINKEDIN.💬 CONTACT PAUL🎙️ Smarter marketing starts here →slingwave.com

    21 min

  6. Mar 3

    The Operator's Guide to Cross-Channel Growth | Aaron Lee, Fractional Marketer Exec, 621 Consulting

    Most marketing teams don’t fail because of bad strategy. They fail because they can’t execute. In this episode of The Incremental Marketer, Paul Boruta sits down with Fractional Marketing Executive Aaron Lee to unpack the operator mindset behind clarity, communication, and cadence - and why stacking small wins is what actually drives sustainable growth. With experience scaling companies like One Medical and QuinStreet through IPO and advising growth-stage brands through 621 Consulting, Aaron shares how to find the truth in CAC, eliminate distractions, and build marketing systems that survive leadership turnover and organizational change. In this episode, we cover: • How a fractional CMO creates impact in the first 1–2 weeks • Finding the truth in CAC + unit economics • Why velocity beats perfection in testing and optimization • Aligning teams on a single primary KPI • The hidden power of documentation, handoffs, and “marketing as a program” • Traditional + digital channel mix challenges (and the emotional side of reallocation) • AI’s impact on analyst roles and why communication skills are becoming critical • Why “stacking wins” builds momentum that compounds If you’re trying to move from strategy decks to measurable growth, this episode is for you. CHAPTERS 00:00 The Quest for Truth in Marketing 03:01 Evolution of Marketing Practices 05:56 The Role of a Fractional CMO 08:52 Assessing Team Dynamics for Growth 12:08 Creating Impact as a Fractional CMO 15:05 Understanding Key Performance Indicators 17:54 The Importance of Conversion Rates 19:02 The Handoff Challenge in Marketing 22:13 The Future of Marketing with AI 25:03 Navigating Traditional vs. Digital Marketing 28:08 Measuring Conversion in a Changing Landscape 31:16 Building Momentum Through Incremental Wins CONTACT AARON Aaron@621Consulting 621Consulting.com 🔥 ABOUT THE CHANNEL Join Slingwave Founder & CEO Paul Boruta as he sits down with top marketing leaders to uncover the strategies, experiments, and data-driven moves that actually drive growth. No fluff. No vanity metrics. Just real, actionable insights to help you optimize, scale, and win. If you geek out on analytics, love testing what really works, and want to stay ahead of the latest marketing trends, this show is for you. 👉 Ways to connect & explore: 🎥 Prefer video? Watch full episodes on YOUTUBE.🤝 Want to talk marketing analytics? REQUEST A DEMO.🔗 Stay in the loop and follow Slingwave on LINKEDIN.💬 CONTACT PAUL🎙️ Smarter marketing starts here →slingwave.com

    34 min

  7. Feb 4

    Get Points on the Board: Marketing Leadership in 2026 | Amanda Reierson, CMO & Public Board Member

    What happens when marketing leaders stop waiting for perfect measurement and start building momentum? You get faster learning, stronger conviction, and teams that know how to move forward - even in uncertainty. In this episode of The Incremental Marketer, Paul Boruta sits down with Amanda Reierson, former CMO of Avant and current board member at Porch Group, to explore what marketing leadership looks like in 2026. Drawing on her experience leading brand, growth, performance, and CX at companies like Farmers Insurance, Thumbtack, Yahoo, and DIRECTV, Amanda shares how modern CMOs balance pressure for results with imperfect data. The conversation covers why progress beats perfection, how to structure marketing teams in an AI-enabled world, and why customer experience has become a core growth lever - not just a brand metric. Amanda also breaks down how brands should think about agentic search and AI-driven discovery, and why “getting points on the board” matters more than waiting for certainty. 👉 If you’re navigating AI, fragmented channels, and rising expectations—and need a practical mindset for leading through it - this episode is for you. CHAPTERS 00:00 The Importance of Momentum in Marketing 01:58 Amanda's Marketing Journey 03:18 Challenges Faced by Marketing Leaders 05:16 Investing in Marketing Resources 06:35 The Role of AI in Marketing 09:41 Structuring Marketing Teams for AI 10:41 In-Housing vs. Agency Support 12:30 Hiring for AI Skills 14:16 Market Trends and Opportunities 15:00 Adapting to AEO and LLMs 16:41 Measuring Marketing Effectiveness 18:52 Data Management in Marketing 20:28 Building Effective Loyalty Programs 21:53 Testing Marketing Strategies 23:31 Long-Term Brand Measurement 26:09 Customer Experience as a Business Priority 27:44 Marketing's Role in Product Market Fit 31:21 Future Focus for Marketing Leaders 33:04 Advice for Aspiring Marketing Leaders CONTACT AMANADA https://www.linkedin.com/in/amanda-reierson-5a83241 🔥 ABOUT THE CHANNEL Join Slingwave Founder & CEO Paul Boruta as he sits down with top marketing leaders to uncover the strategies, experiments, and data-driven moves that actually drive growth. No fluff. No vanity metrics. Just real, actionable insights to help you optimize, scale, and win. If you geek out on analytics, love testing what really works, and want to stay ahead of the latest marketing trends, this show is for you. 👉 Ways to connect & explore: 🎥 Prefer video? Watch full episodes on YOUTUBE.🤝 Want to talk marketing analytics? REQUEST A DEMO.🔗 Stay in the loop and follow Slingwave on LINKEDIN.💬 CONTACT PAUL🎙️ Smarter marketing starts here →slingwave.com

    35 min

  8. 12/16/2025

    The "What If" Era: The Rise of Predictive Intelligence | Tom Newman, Co-Founder KNA

    What happens when marketers stop asking “what worked” and start asking “what if?” You get faster decisions, clearer answers, and a very different future for marketing measurement. In this episode of The Incremental Marketer, Tom Newman - investor, operator, and advisor to Slingwave - breaks down how AI is reshaping marketing analytics from backward-looking reports into real-time, predictive intelligence. Drawing on his experience scaling companies at AOL, WarnerMedia, and Urban One, Tom explains why digital marketing still hasn’t delivered on its promise of transparency - and what finally changes that. We dig into why marketers are drowning in unstructured data, how AI and Bayesian models can turn that mess into insight, and why the hardest part of growth is the 1→10 transition. 👉 If you want clearer answers, faster decisions, and a smarter way to measure growth, this conversation is worth your time. CHAPTERS 00:00 The Exciting Future of Marketing Data 02:21 Tom Newman's Journey in Media and Advertising 06:15 The Role of Kelly Newman Advisors 08:42 Understanding the Scale-Up Phase 10:28 The Gap in Marketing Measurement 12:27 AI's Impact on Marketing and Data 18:49 The Future of Marketing Analytics 22:45 Barriers to AI Adoption in Marketing 28:24 Predictions for 2026 and Beyond CONTACT TOM https://www.kellynewmanadvisors.com/ 🔥 ABOUT THE CHANNELJoin Slingwave Founder & CEO Paul Boruta as he sits down with top marketing leaders to uncover the strategies, experiments, and data-driven moves that actually drive growth. No fluff. No vanity metrics. Just real, actionable insights to help you optimize, scale, and win. If you geek out on analytics, love testing what really works, and want to stay ahead of the latest marketing trends, this show is for you. 👉 Ways to connect & explore: 🎥 Prefer video? Watch full episodes on YOUTUBE.🤝 Want to talk marketing analytics? REQUEST A DEMO.🔗 Stay in the loop and follow Slingwave on LINKEDIN.💬 CONTACT PAUL🎙️ Smarter marketing starts here →slingwave.com

    38 min
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About

Hosted by Paul Boruta, Founder & CEO of Slingwave Join Paul as he sits down with top marketing leaders to uncover the strategies, experiments, and data-driven moves that actually drive growth. No fluff. No vanity metrics. Just real, actionable insights to help you optimize, scale, and win. If you geek out on analytics, love testing what really works, and want to stay ahead of the latest marketing trends, this show is for you. 🎙️ Smarter marketing starts here → slingwave.com

Information

  • Creator
    Paul Boruta
  • Years Active
    2025 - 2026
  • Episodes
    25
  • Rating
    Clean
  • Copyright
    © 2025 Paul Boruta
  • Show Website
    The Incremental Marketer