The Marketing Blind Spot
How B2B marketing learned to look productive without being accountable.
On Amazon very soon. Paperback and Kindle.
Thanks. You'll hear once, when it's out.
What it says.
Marketing spent thirty years trying to prove it belonged in a commercial conversation, using a number that belonged to sales.
The book says we chased the wrong one. That finance was right to treat marketing as a cost, given what we handed them. And that the number which settles it has been sitting between the two functions the whole time.
It also says that's a promotion, not a demotion.
Who wrote it.
Twenty-five years running marketing for B2B technology businesses. I presented figures that made my department look good and couldn't have told a finance director whether the money came back.
The book is what I worked out afterwards.
Three ways in.
- Join the launch list.You'll hear once, when it's out.
- Read the first chapter.One chapter, to read before you commit.
- The letter.One argument a month while you wait.