Marketing and comms lose leverage when the story, the proof, and the teams carrying them run in separate lanes. 

That’s how strong work gets less mileage than it should. Recognition stays in PR when demand could use it. Analyst proof misses the sales motion. Internal messaging sounds adjacent to the market story...

When every marketing decision has to pay off this quarter, growth starts losing its owner. 

That’s the uncomfortable read from the latest CMO Survey. Under pressure, CMOs are making perfectly rational moves. Safer bets, tighter proof, more focus on the customers already in hand. The danger is what those...

Sales has one clean tell for whether it trusts marketing. Timing. 

Bring marketing in late, and partnership turns into a very polite scramble. The field has moved, the campaign needs context, and sales is working leads without the story that made them worth chasing in the first place. Trust grows when marketing...

The fastest way to break trust between sales and marketing is to let each team bring its own scoreboard. 

Marketing can point to MQLs. Sales can point to missed revenue. Everyone can be technically right, and the business still loses. No wonder Denise Persson and Chris Degnan have little patience for functional...