Marketers often get a bad rap, especially in complex B2B.
Their peers in other areas of the business tend to think marketing just doesn’t get it. They overcompensate by trying to demonstrate results with data that is divorced from outcomes anyone actually wants or needs.
It creates a disconnect between marketers who are experts in marketing and leaders who are experts in complex product or operational topics. It’s almost as if they are speaking two different languages.
But I believe it’s possible to restore trust in marketing. Thought leadership initiatives play a big part because it forces stakeholders to understand each other better.
I explain the issue and identify five radical changes to address the underlying issue in “Restoring Trust in Marketing.”