Insight 62 · Growth & Innovation
Why Marketing Gets Disrespected in B2B Organizations
Marketing has been made "simple", so everyone thinks they know how to do marketing. That has lead to a complete lack of understanding and disrespect of the function.
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 growth & innovation, 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: Why Marketing Gets Disrespected in B2B Organizations ↗Bring Jay into the work
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