How to (Really) Measure Marketing Effectiveness with PepsiCo's Sorin Patilinet
The Marketing MillennialsShow Notes
What if your ads are only driving 10% of your sales? Sorin Patilinet, Global Marketing Effectiveness Lead at PepsiCo, says most Marketers are measuring the smallest lever they've got.
This engineer-turned-Marketer spent 13 years building the Marketing effectiveness practice at Mars before bringing his measurement obsession to PepsiCo. He also literally wrote the book on it.He and Daniel get into why measurement should never start with your data (what??) and what testing hundreds of ads on real brains will reveal about your creative.
Plus, why Sorin doesn't trust surveys and the one metric he'd track over engagement.
If you're a Marketer who wants to prove your Marketing actually drives sales, this episode is for YOU.
If this one changes how you look at your dashboard, hit follow and leave a rating. It helps more Marketers find the show.
Breakthrough 2026 is the Agentic GTM Conference, happening November 2-5 at Fontainebleau Las Vegas. Join 1,300 revenue leaders for three days of real research, hands-on skill-building, and a certification to prove you can apply it. Learn more at https://6sense.com/breakthrough/
This episode originally aired November 14, 2025.
Follow Sorin:LinkedIn: https://www.linkedin.com/in/patilinet/Website: https://marketing-effectiveness.com/
Follow Daniel:YouTube: https://www.youtube.com/@themarketingmillennials/featuredTwitter: https://www.twitter.com/Dmurr68LinkedIn: https://www.linkedin.com/in/daniel-murray-marketing
Sign up for The Marketing Millennials newsletter:www.workweek.com/brand/the-marketing-millennials
Daniel is a Workweek friend, working to produce amazing podcasts. To find out more, visit: www.workweek.com
More from The Marketing Millennials
Amanda Natividad, VP of Marketing at SparkToro and the Marketer who coined "zero-click content," is back for round 2 to talk about taste.Everyone says great Marketing takes taste, or that taste is the moat against AI. Nobody explains where it comes from.
Blake Erickson, Co-Founder of Scaling.com and co-author of The Science of Scaling, says 10x growth is easier than 2x. Daniel wanted to know why.
By kickoff, sports fans already know what they’re buying. If you only show up during the game, you missed your window.
Pumping out AI-written filler content could be quietly tanking your site. Daniel explains Google’s new spam update, which flags websites full of low-quality AI content, and why a few strong pieces with real stats beat 200 keyword articles. Jay shares Ahrefs data showing that pages not updated in a year are two times less likely to be cited by AI, and that adding schema made no difference across 1,900 pages. He also explains why listicles are the format AI pulls from most.
Wait a minute - are you still sending ad traffic to your homepage? Val Riley, VP of Marketing at Unbounce, says Google's noticed, and your landing page might be the reason your ads stop showing up.