Insight 36 · Leadership & Culture
How B2B Leaders Forgot What Marketing Is. A Historiography
For decades, executives relied on marketing to understand customers and markets. So how did it become the department responsible for defending pipeline, and proving its existence every quarter?
The accountability test
Can the decision survive informed questions?
This idea asks leaders to move past activity, convention, and confident presentation. The test is what the claim changes, who can question it, and what evidence supports the decision.
In leadership & culture, accountability means making assumptions visible, naming an owner, and connecting the work to an outcome people can recognize. If the reasoning cannot be explained clearly, the system is not ready to scale.
Source: How B2B Leaders Forgot What Marketing Is. A Historiography ↗Work with Jay
Turn candor into operating progress.
Bring Jay into a leadership, culture, or transformation engagement where clear ownership and honest challenge matter.
Discuss consulting with Jay →