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You can usually tell when a business has outgrown the way its marketing is set up. The work gets done. The effort is real. But the outcomes feel... disconnected. A campaign launches. A website refresh goes live. Leads trickle in. And still, leadership asks the same...
Most marketing doesn't fail because teams can't execute. It fails before execution even begins. By the time campaigns are planned, content is created, and tools are selected, a more fundamental mistake has already been made. No one has aligned on what the work is...
Most companies don't get marketing wrong. They get its role wrong. Marketing is often treated as: A way to get attention A function that supports sales A channel for promotion A set of deliverables None of those are entirely wrong. They're just incomplete. And that...