Rocket CMO Replaces Traditional Marketing Funnel

Rocket, a company servicing one in six American mortgages, covering nearly 10 million borrowers and managing $2.1 trillion in principal balance, has revamped its marketing strategy.

Chief Marketing Officer Jonathan Mildenhall has abandoned the traditional marketing funnel, arguing it no longer adequately serves modern communication needs. Mildenhall asserts the funnel speaks only to humans, neglecting machines like AI algorithms, which require information reflecting authority, trust, and industry leadership.

"No CMO of note should be using the traditional marketing funnel to organize their go-to-market approach," Mildenhall stated. He emphasized Rocket's focus on telling culturally significant stories that are retained more deeply and for longer than sales pitches centered on product features.

Mildenhall also expressed concerns about the potential for AI to create marketing blandness. He warned that without careful oversight, large language models could lead to brands lacking distinction, ultimately harming them. According to Mildenhall, marketers must exercise extreme creative judgment to ensure their brands remain distinct.

Rocket aims to build its services into the world's first AI-fueled home ownership platform.