87 | The power sits with marketing. Time to get the glory.

Worse than dead – irrelevant. The funnel, the SQL/MQL obsession, broad-brush attribution, skimping on brand… according to Google’s Therese Parkes, pretty much everything in b2b tech is a ripe opportunity for overhaul. She comes to this episode armed with the latest Google research, asking CMOs to think bigger about what ‘in-market’ means and why the percentage of buyers in that bucket is bigger than you’ve been told. 

Get stats you can take the board, like this killer: why cutting costs on brand investment is false economy - every $1 you save today will cost you $1.85 to build back in the future.