B2B Marketing Leader
Growth challenges are inherently systemic
When you're ready to grow or growth has stalled, the instinct is to do more: More content! More campaigns! More AI! More tools!
In my experience the solution is almost never to start with 'more'. The underlying breakdown is generally a missing or broken marketing system, and doing 'more' is, as Bon Jovi says, "living on a prayer."
I've developed a growth marketing maturity framework that makes growth sustainable instead of hopeful.
Perspective is what keeps the customer from feeling the gaps
Your customer doesn't know or care who owns the part of the journey they're in. They can't see the seams in your organization. They just feel them. Nobody follows up. The demo contradicts the website. The thing they were promised doesn't arrive. I've owned each function across the revenue cycle, so I know where those gaps open up and how to close them.
This is where the assumptions get made. Who the buyer is, what they care about, what everyone downstream is going to say to them. Those calls get set early by people who won't be in the room when they're tested, and the first honest feedback usually arrives months later as a deal that didn't close. It's the function with the widest view of the path and the furthest distance from where it actually happens.
Building a system is only half of it
A system built alone gets adopted alone. Sales, product, BDRs, and account management all own a piece of the path a customer moves through, and none of them signed up for your plan.
​
It's the difference between a plan everyone agreed with in a meeting and one that's still running a quarter later.
Growth engines need the right parts that fit together
I've implemented and managed stacks across analytics, CRM, marketing automation, ABM, and intent data.
