The Importance of Seeing Your Market Through the Lens of Your Organization

Ashen: Consultancy is super susceptible to seeing their market through the lens of their organization. So they're organized by industry verticals, right? Consultancy has an automotive practices, financial services practice. Like it's that level of, yeah, too broad, a block of stuff. And if you think that it's probably because you're in consulting and not in marketing because that information doesn't usually reach marketing at all. Ashen: There's so much value there in terms of customer insights that you can collect if it gets to Marketing.