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Marketing Maturity
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When a commercial decision is being made (which market to enter, how to price, what to launch), where is marketing?
Not in the conversation. We are told the decision and asked to produce the collateral.
We run the campaign after the decision has been made.
We own lead and pipeline targets, so we are in the pipeline conversations.
We shape the go-to-market: positioning, launch strategy, which markets to enter.
We set the commercial strategy the rest of the business executes.
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