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In the past few years, attribution has been dragged through the mud, and for good reason. Initially, it felt like it would be *the thing* that would finally allow marketers to be data-driven. But attribution was oversimplified over time and now, is a biased judge that we use to determine things like: what the exact […]
If you described B2B marketing to a B2C marketer, would they see it as marketing, or would they see it as: Digital salesSales enablementTotal madness Either way, they’d be right. Unfortunately, most of B2B marketing simply doesn’t deserve to be described as marketing. To understand how we got here, we need to understand the never-ending […]
Alan Weiss once said something that sounds like common sense: “The purpose of a business is to offer value (through products and/or services) to customers, who pay for the value with cash or equivalents.” So, how come the core functions (Marketing, Sales, Product, and Customer Success) of most B2B businesses have completely different goals than […]