E96: The B2B Marketing Identity Crisis
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The Impact of Marketing and Leadership on Sales Growth
This chapter explores the essential role of meetings in driving sales growth while challenging the notion that a VP of sales is critical for success. It underscores the importance of a robust marketing foundation focused on effective brand messaging and the true mission of a company, instead of just chasing leads. Additionally, the discussion touches on the evolving roles of CMOs and CROs, highlighting how career transitions reflect personal growth rather than shortcomings in marketing leadership.
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