Positioning, Messaging, and Branding for B2B tech companies. Keep it simple. Keep it real.
The Smallest Viable Market (SVM) is specific. It’s as important for growth as the Minimum Viable Product (MVP). When we focus on the smallest, most specific group of people who truly care about our stuff, we can tailor our message, build loyalty, and drive word-of-mouth. But that requires bravery and accountability.
Anyone on the Product team knows all about the Minimum Viable Product (MVP). It’s the simplest, most useful version of a product. It’s the version that works, even if it’s not perfect. MVPs get the core idea out into the world quickly and continuously improve based on customer feedback.
But what about GTM teams? What about the Smallest Viable Market (SVM)?
Are you as focused on the right people you’re trying to serve as the product you’re trying to build? The SVM is the marketing equivalent of the MVP, and it’s just as essential for growth.
We’ve all heard it: “When you try to be everything to everyone, you end up being nothing to anyone.” That’s because it’s too ambitious. Too universal. Too big. It’s impossible.
The fear of missing out (FOMO) drives this urge. We’re afraid that if we narrow our focus, we’ll lose potential customers. In reality, the opposite happens. A broad, vague message blends into everyone else. Nobody cares because nobody notices.
People don’t buy your product just because it exists. They buy it because of how it makes them feel and how it solves a specific problem they care about. And the only way to show them you can solve their problem is to get specific.
The Minimum Viable Product works because it’s focused. It’s the simplest version that solves a problem. The Smallest Viable Market works the same way. It’s the smallest group of people you can serve and still grow your business.
This isn’t about making compromises or limits. It’s about starting in the right place. When you focus on a small, specific group, you can:
Growth doesn’t come from trying to serve everyone. It comes from serving the right people—the ones who will love what you’re doing and talk about it. That’s how movements start. That’s how momentum builds. That’s how confidence catches on.
So, how do you find your SVM? Seth Godin offers a great answer with another question, “Who’s it for?”
Not “everyone” or “anyone who needs X.” Be brave enough to get specific. Who will get the most value out of what you’re offering? Who is most likely to care? Who will talk about it?
Imagine your first 1,000 true fans. These are the people who love your product so much they can’t stop telling others. Focus on them.
Ask them: What do you really want? Instead of saying, “Here’s what I made. Do you like it?” start by listening. Build something they need. Make a promise they care about.
Being specific is hard and scary. It’s much easier to be vague. If you’re trying to serve everyone, you can always find an excuse when it doesn’t work. But when you focus on an SVM, there’s nowhere to hide. You’ll know if it’s working or not.
That’s why specific marketing is brave marketing. It forces accountability. It demands clarity. And it creates the kind of trust that builds strong brands.
What if your whole business embraced the SVM mindset? What if GTM teams taught the company—including the C-suite—to think about customers the same way product teams think about MVPs?
When everyone is aligned around the smallest viable market, we’re not just building products. We’re creating change for the people we seek to serve.
If you‘ve ever ridden a motorcycle, you know that push-steering is counterintuitive. You push left to go left, not right. That’s inertia at work. MVP and SVM have a similar inertia.
It feels counterintuitive, but starting small leads to big results. SVM doesn’t limit growth. It enables it.
When you focus on serving the right people, you build something that sticks. Sticky things get attention and create buzz. And when people talk, you grow.
Just like the MVP helps you build better products faster, the SVM helps you grow your brand reputation in the right way. It’s not about reaching everyone. It’s about making real connections with the right people.
The Minimum Viable Product is a proven tool for innovation, and the Smallest Viable Market deserves the same level of attention. Both require clarity, courage, and a willingness to focus on the essentials. It’s about progress, not perfection.
To put this into action, identify the smallest group of people who care a lot about your solution. Who are they? What keeps them up at night? Be brave enough to say, “It’s not for you” and specific enough to make a real difference for those you seek to serve.
Dive deeper:
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Struggling to stand out in B2B tech marketing? Start by asking better questions. Here are 12 essential questions to help you uncover real insight, sharpen strategy, improve execution, and measure what matters in 2025. If you’re frustrated by sporadic wins and invisible branding, these questions will help you create clarity.
“We’ve poured our hearts into building a product that truly makes life easier for our customers. What used to take a week, our solution can do in a day. Yet despite all the effort, we’re struggling to get leads. The big brands always get shortlisted. It’s an uphill battle to book demos. Conversion rates are low. Marketing doesn’t seem to work.”
It’s not that your product isn’t good enough. It’s more likely that you are:
Not to mention that 95% of the folks you’re after are not in the market to buy—and likely won’t be for a while.
Plus half of the remaining 5% end up ghosting you and do nothing (because that's way less risky).
This is a good time to rethink, readjust, and get rid of old baggage. There’s no point in continuing to do the same things if they’re not working. That’s insane.
Let’s go back to the beginning and find out what’s causing all the frustration.
Got a marketing problem? Chances are you have an insight problem.
Everything starts with insight (some folks call it diagnosis). The better the insight, the better the outcome. It creates clarity and has a ripple effect:
Better Insight > Better Strategy > Better Execution > Better Metrics to Report.
The foundation for addressing this problem is understanding why these challenges exist.
1. How did our brand progress in the past year?
2. How can we prepare for and leverage the potential of AI, specifically Causal AI, in our GTM strategies?
3. Which relationships (clients, partners, employees) matter most for our brand, and how will we invest in them?
Without a coherent strategy rooted in solid insight, GTM efforts become scattershot.
Reactive, short-term tactics rarely work and only end up frustrating your audience. Remember the 95:5 Rule: Only 5% of your market is actively in the process of acquiring something from you. If you want to get on their Day-1 list, you have to ask the tough questions.
1. What marketing strategies or tactics are we leaving behind?
2. What core GTM strengths can we double down on?
3. How do we define GTM success beyond just leads and revenue?
Unfortunately, most B2B tech companies insist on focusing almost entirely on short-term execution without a guiding strategy.
A recent Deloitte study showed that short-term performance marketing is up from a 60% investment in 2023 to almost 70% in 2024 over long-term brand building. All the while, short-term tactics like lead gen and demand gen have not delivered on the promise for over 15 years.
It’s a headscratcher that needs rethinking.
1. What daily habits can we upgrade to improve our marketing focus and results?
2. Where do we need external support to boost B2B tech marketing?
3. What bold marketing risks will we take to stand out?
Much of the frustration with sporadic wins and poor conversion in B2B tech stems from measuring the wrong metrics or measuring Marketing (a non-linear multiplier) like Sales (a linear multiplier). Even things like revenue and sales velocity are forecasted, not measured.
We need to ask better questions: Are we measuring? Or forecasting? The difference matters.
1. How much did our marketing investment multiply Sales effectiveness and efficiency?
2. How long does it take for our marketing investments to improve Sales performance?
3. What metrics matter most to measure the success of our marketing?
Addressing the challenges of B2B tech marketing requires diagnosing the real causes, not just treating the symptoms.
If we’re invisible, it’s likely because we haven’t invested enough in customer research and long-term brand building.
If we’re stuck with sporadic results, it’s often due to a lack of alignment between insight, strategy, execution, and metrics.
Questioning all these areas helps us move from frustration to clarity, build a stronger brand, and a more effective GTM engine.
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Being “Better At” focuses on selfless improvement—helping yourself and others grow while you grow. Here’s a quick recap of my appearance on Lori Jones’ StrategyCast podcast, where we covered 13 ways marketing teams can develop a “Better At” strategy in 2025, from active listening and data literacy to curiosity and leadership.
There are a couple of reasons for Better At.
First, back in 2021, I was inspired by a great quote by the Greek Philosopher, Epictetus.
“These reasonings do not cohere: I am richer than you, therefore I am better than you; I am more eloquent than you, therefore I am better than you. On the contrary these rather cohere, I am richer than you, therefore my possessions are greater than yours: I am more eloquent than you, therefore my speech is superior to yours. But you are neither possession nor speech.”
Epictetus
Second, in This Is Marketing, Seth Godin opens Chapter 20 with a summary of The Public Narrative, a three-step action framework created by Harvard Professor, Marshall Ganz.
In other words, Public Narrative says, “Here’s who I am, this is what we have in common, and here’s what we’re going to do about it.”
It’s about being “Better At” versus “Better Than.” The difference matters.
Being better at something together with others is selfless. Being better than someone, especially when it takes advantage of people or thrives on an uneven playing field, is selfish.
Following is a recap of 13 “Better At” ideas I discussed with Lori Jones, on her StrategyCast podcast.
Check out the full episode for all the details and examples
These ideas are not about doing more—they’re here to help us think about how to be a better teammate, leader, vendor, etc. When we’re better together, we make things better for others.
“When we make things better, we make better things.”
Seth Godin
Start with the one you feel you can have the most impact with. Try to get better at it together with others. If you can do all 13, great! If you want to come up with your own, even better!
A year from now, you’ll not only be better at your craft—you’ll have helped others get better too. That’s the real goal.
To hear the full conversation, check out the episode on Lori’s podcast.
To learn more about “Better At” reach out. I’d be happy to share more.
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AI was a much bigger deal in 2024. It’s pushing B2B marketing towards accountability, better decisions, and bringing back the importance of brand reputation—a good thing! Tools like Causal AI are making it easier to measure what really matters, helping marketers align with sales, prove ROI, and earn trust. Heading into 2025, success will belong to those who embrace AI to stay accountable, focus on long-term brand value, and deliver clear, effective results.
2024 was a year of massive change in B2B marketing. AI is everywhere, on everyone’s mind, reshaping how we approach Go-To-Market (GTM).
A few things stand out since officially “turning the lights on” my consulting business in April. If I had to choose one, it would be this:
Causal AI will make it easier for the C-suite to hold everyone, especially GTM teams, more accountable for the promises they make and the incentives they are paid.
If this year taught us anything, it’s that the rules of engagement have radically changed. And those of us who see opportunity will adapt and thrive; those who resist will be left behind.
Here are four things I learned and how they can guide you in the coming months.
We know Generative AI’s impact on marketing with tools like ChatGPT and Midjourney. But Analytical and Causal AI will force more transparency and accountability in ways we’ve never seen.
In 2024, it became clear that AI tools are making GTM efforts more measurable—and as a result, more scrutinized. This is a wake-up call for anyone who’s been skating by on BS knowingly or not.
The days of making up shit, “cooking the books” and ass-covering are quickly coming to an end. And it won’t just be the C-suite calling it out—AI will also enable buyers to expose this stuff in minutes. This isn’t just a GTM thing—it’s a company-wide thing.
One of the byproducts of accountability is empathy. That’s a win-win for everyone.
Takeaway for 2025: Get up to speed on Causal AI but don’t forget the power of fundamentals and evidence-based strategies. The runway for most B2B GTM programs is longer than the tenure of the CMO and CRO. Marketers who adapt and use causal analysis to prove GTM investments will be in high demand and keep their jobs longer.
Dive Deeper: AI and the Accountability Era: GTM and Marketing in 2025
Mark Stouse and I spent a lot of time in Q4 discussing how AI is amplifying GTM accountability and risk.
Buyers will be able to spot inconsistencies in messaging or promises at the click of a button. Brand reputation will be on the line at every touch point and trust will become currency.
Marketers who succeed will not just build pipelines but actively mitigate reputational and legal risks for their companies.
Takeaway for 2025: Double down on aligning sales and marketing—your messaging has to be tight. Don’t make promises you can’t deliver. It takes years to earn confidence and trust but only minutes to destroy it. And once misinformation is out there, it’s hard to reverse it. Just don’t go there.
Dive Deeper: Proving Marketing’s Value in 2025 and Beyond
It’s easy to forget the fundamentals when AI is all the rage. But the fundamentals coupled with evidence-based strategies always deliver lasting results.
Many B2B tech companies continue to overinvest in short-term sales tactics at the expense of their brand reputation.
That’s largely due to GTM teams not providing any analytical basis for investing in the brand. And because the C-suite views Brand as “a blank slate on which no one has written any sort of convincing rationale,” as Mark Stouse recently said, it has been in a free fall since 2009.
That’s about to change in 2025—brand is making a comeback because short-term performance marketing like lead and demand generation have done everything but perform.
Takeaway for 2025: The best time to build your brand was yesterday. The second-best time is today. Confidence and trust are earned. The more B2B tech GTM teams prove the value of investing in brand reputation, the stronger the brand will become and the more it will be remembered.
Dive Deeper: Why B2B Tech Needs Brand Marketing to Earn Trust and Grow
Over the past decade, GTM teams have been overwhelmed and paralyzed by too much data mostly because of the crazy pressure to drive immediate results. It’s easier and faster to pick a number that looks and sounds good.
And although AI is making it easier to measure, not every metric matters.
Causal AI helps GTM teams model various scenarios, incorporating often ignored factors that impact the business, like headwinds and tailwinds, and time lag. These models can show how different investments in brand reputation and other long-term strategies affect growth over time.
Marketers can prove their value in tangible ways, earning confidence and trust—and keeping their jobs. Rather than obsessing over productivity and efficiency, they help Sales be more effective. And with strong marketing support, Sales is 8x more effective and 5x more efficient.
Takeaway for 2025: Audit your metrics. Eliminate the noise and zero in on KPIs that directly impact sales efficiency, growth, and brand strength. Use AI for predictive analytics and accountability, but don’t forget the human element: clear goals and evidence-based strategies are still essential.
Dive Deeper: Watch the Data Literacy Video Series with Liam Moroney and Dale W. Harrison. They discuss what to do, what NOT to do, and why every B2B marketer needs to level up their data skills in 2025.
Like every industrial revolution since 1784, the pace of change isn’t slowing down—BTW, we’re still in Industry 5.0 but soon heading into the next one.
AI is changing how we measure success, earn trust, and approach strategy. But the fundamentals—clear positioning, relevant messaging, and a strong brand reputation—matter more than ever.
AI is raising the stakes, making accountability and transparency non-negotiable. We’ll need to focus on empathy in everything we do going forward because people will only care about the brands that genuinely care about them.
The year ahead will challenge us all, but it’s also full of opportunity for those who are willing to adapt.
Make it a great year!
LAST BUT NOT LEAST: A FREE GIFT FOR YOU
If you’re ready to take your brand to the next level, I’m sharing my Brand Playbook Template to help you clarify your positioning and strengthen your brand in 2025. Reach out if you have any questions.
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Photo credit: iStock: natrot
AI and causal analytics will quickly change B2B marketing as we know it in 2025 and beyond, turning guesswork into measurable outcomes. Marketers who adapt and adopt AI-driven analytics tools will be able to clearly show their impact, improve results, and amplify growth. Accountability and transparency are the new normal.
Last week, I sat down again with Proof Analytics CEO, Mark Stouse, to talk more about the coming GTM changes in B2B marketing. This time, we dove into the multiplier effect.
As we got deeper into the topic, one thing is certain: go-to-market teams are under the microscope like never before. Budgets are tight, expectations are high, and the C-suite wants proof that every dollar spent delivers a return.
And as AI gets better, transparency and accountability will be easier to evaluate and scrutinize. Guesswork won’t cut it anymore. That’s a tough reality, but it’s also an opportunity.
With AI-driven marketing accountability and causal analytics, marketers have the tools to show their value more clearly than ever—and win a seat at the table.
Here are four key takeaways from our LinkedIn Live event.
The age of radical accountability and transparency is here, and it’s changing how businesses operate. AI can now analyze data in seconds, pinpointing inefficiencies and inconsistencies that were once hidden in plain sight.
For marketers, this means every strategy, campaign, and dollar spent will be scrutinized. Proving marketing ROI to the C-suite won’t be such a long shot.
This level of transparency forces teams across the entire company to work closer together for the greater good. Budgets aren’t just numbers anymore; they’re reflections of trust and accountability. When every business unit can see how resources are allocated, collaboration becomes the only way forward.
“Radical transparency means it will be impossible not to know how effective you are and how cost-effective your programs are.”
Mark Stouse
For marketing teams, this is a chance to prove their worth with data, not gut feel. It’s a shift from defending the budget to earning it.
Mark’s Pro Tip:
Start by aligning with your CFO or CEO to agree on what success looks like. Ask: “What questions are burning a hole in your pocket?” Then tailor your data and reports to answer them directly.
Unlike linear functions like Sales, where you might need to double your headcount to double results, marketing, like product, is a non-linear multiplier that amplifies results without the same proportional investment. It’s a force multiplier that makes sales teams more effective and efficient.
“Marketing makes Sales about 800% more effective and 500% more efficient than it would be by itself. That’s the multiplier effect and you can take that to the bank.”
Mark Stouse
But there’s a catch. Marketing’s impact isn’t instant. It has a time lag, and this is where many businesses get caught with their pants down.
Cutting marketing might seem harmless at first, but it’s like running on the fumes of past investments. Within 12 to 18 months, businesses often feel the fallout in lost revenue and higher churn.
A good example is Airbnb ditching its marketing in 2020. What seemed like a good idea at the time wasn’t so great 18 months later when revenue fell like a rock.
Marketing momentum erodes like a half-life. Eventually, you lose the trust and confidence of customers. And because it takes them longer to make up their minds now, the average deal velocity goes way down.
Understanding this dynamic can mean the difference between market success and failure. And with the right measurement tools like Causal AI, organizations can model how marketing drives long-term growth while protecting their investments and delivering immediate value to the business.
Contrary to popular belief, marketing is not a cost center.
Mark’s Pro Tip:
Map out your current marketing spend and overlay your sales performance data. Use causal analytics to identify where marketing amplifies sales results and optimize those channels first.
Balancing short-term wins with long-term marketing success is one of the toughest challenges for any business leader. The pressure to show immediate results often clashes with the need for sustained growth. Marketing sits right in the middle of this tension.
“Anyone can manage for the short term or the long term. The trick is doing both at the same time.”
David M. Cote, former CEO, Honeywell
Causal analytics is a game-changer here. It helps companies model the ripple effects of their decisions—good or bad—on revenue, customer retention, and brand reputation.
This is about seeing the big picture—no more guessing. What is driving results today? What is setting us up for tomorrow? Why? The right data helps us see things more cleary. That insight helps us make better decisions to balance immediate wins with future potential.
Mark’s Pro Tip:
When presenting your marketing strategy, show both immediate wins and long-term impact side by side. Think of it like GPS navigation—adjust the route as needed but always keep the destination in mind.
For years, marketers have operated in a gray zone—where results were difficult to measure, and decisions were often based on intuition and bias. That’s changing fast. AI, data analytics, and transparency are eliminating the gray zone.
“The gray zone is shrinking. Probabilistic insights are starting to feel like certainty, and marketers must step up to prove their value.”
Mark Stouse
This is a good thing. It’s more of an opportunity than a challenge. It raises the bar for GTM teams to show clear, measurable impact. It also gives us the tools we need to prove how much value we add to the business.
Causal analytics enable GTM teams to measure their impact, optimize their efforts, and earn the trust of the C-suite. For marketing leaders, this is the moment to step up and show how marketing drives tanglible outcomes.
Mark’s Pro Tip:
Stop the guesswork by embracing causal modeling. Start small: test one campaign or channel, measure its ripple effect on revenue, and build from there. If you’re a start-up and not currently collecting CRM or MA data, use mock AI data to build your models.
GTM teams have a choice: embrace AI-driven accountability or resist it. Those who embrace it will lead the way, using causal AI to demonstrate the real value of their efforts. They’ll be able to show the C-suite how marketing multiplies growth, makes sales more effective, and earns trust.
Those who resist risk being left behind. The tools and insights are already here. The businesses that succeed will be the ones that measure what matters, adapt to what they learn, and prove their worth every step of the way.
“You’ll either be running the AI that shows your value, or it will be running on you. The choice is yours.”
Mark Stouse
Watch The Multiplier Effect—Proving Marketing’s Value on LinkedIn.
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AI is about to massively change marketing and GTM strategies. It’s exposing weak spots and demanding proof for every claim. Empty promises and vague metrics are no longer enough. To succeed, marketers must use AI tools to find real insights, earn trust, and show measurable results. This isn’t a threat—it’s a chance to raise the bar and be better.
Last week, I sat down again with Mark Stouse, CEO at Proof Analytics, to talk about The Accountability Era in GTM and how AI going to massively change the way GTM teams handle accountability and risk.
B2B marketing is at a crossroads, especially in tech. The SaaS industry has muddied the waters by overpromising and underdelivering. Sure, the marketing might look great, but what good is it if the product doesn’t actually do what marketing claims?
In the next two to three years, AI will change the way we think about GTM accountability and risk. The days of operating in the “grey space” of aspiration and fuzzy metrics are rapidly coming to an end. Products that fail to deliver will be exposed in minutes.
“This is not about suppression of free speech. It’s more about suppressing bullshit.”
Mark Stouse, Proof Analytics
This shift is raising the bar for everyone—and that’s a good thing. The C-Suite is tired of guesswork, and customers want proof. If marketing and sales teams can’t back up their claims, they’ll face the consequences.
And while it might feel like a reckoning, it’s really an opportunity to level up. The tools to prove what’s possible and earn trust are already here.
If there’s one thing marketers and GTM teams should focus on right now, it’s this: embrace every aspect of AI—not just to work faster, but to think smarter and ask better questions.
AI can uncover patterns, reveal truths, and challenge assumptions. This goes beyond generative AI. Tools like analytical and causal AI can help figure out what’s working, what’s not, and why.
“AI is revealing connections we’ve taken for granted and holding us to higher standards.”
Mark Stouse, Proof Analytics
Start using these AI tools to explore new ideas and validate strategies. The sooner you get comfortable with them, the sooner you’ll add real value to your team and your business. You’ll also empower yourself and your organization to operate at a higher level.
AI is going to shake things up fast. Here are five things you need to know to get ready and stay ahead according to Mark Stouse.
Exaggerations and embellishments won’t work anymore. AI will expose the truth. If your product doesn’t deliver, people will find out faster than ever.
“By 2027, we are all going to be substantially more accountable than we probably ever have been in our lives. That grey space that we play in is historically shrinking.”
Lofty claims won’t cut it. Customers and executives will want to see hard proof. You’ll need real data to back up what you’re saying.
“We will need to be more thoughtful, less speculative and more oriented towards what is provably true or factually accurate versus our opinion or our aspiration.”
AI will push us to listen more and care more. Brands that genuinely understand and act upon customer needs will stand above the rest.
“Under the rubric of risk and accountability, one of the positives here is that AI might actually foster empathy.”
Being great at one thing won’t be enough. You need to understand the other areas of the business—like finance, data, and operations—to make smarter decisions.
“Marketers need to become T-shaped—experts in their field but also knowledgeable about the rest of the business to properly contextualize their decisions.”
AI gives you the tools to show real results. Use them to connect with executives. Speak their language, focus on risk and growth, and they’ll pay attention.
“The C-Suite is fed up, customers want proof, and AI will make sure they get it.”
Adapting to these changes won’t be easy. Here are five truths every GTM team needs to accept according to Mark Stouse.
Every promise you make will be put under a microscope. Whether it’s product claims or marketing messaging, AI will connect the dots. If you can’t back it up, it won’t fly.
“We’re going to really discover what is real and what is not in ways that haven’t been possible before.”
Executives are done with spending money on uncertain outcomes. They want clarity. Show them how you reduce risk and drive results, or they’ll question your value.
“CEOs and CFOs are done. I mean, they are done in terms of continuing with the status quo on go-to-market and not knowing if it’s working.”
Your actions influence your brand, but customers control how they see it. AI is making it easier for people to call out any gap between what you promise and what you deliver.
“We control what we say and do, but we don’t control how the market decides to believe it.”
Automation and spray-and-pray tactics have eroded trust. Buyers are skeptical, and AI-driven tools will only make them more cautious. It’s time to rethink how we activate sales.
“Marketing automation and demand generation have poisoned the well. Trust is gone.”
AI can call out bad data, false promises, and misleading claims in seconds. There’s no hiding. Don’t exaggerate. Stick to the facts.
“The time of being rewarded for bullshitting customers just to make a quick buck is coming to a close.”
For B2B tech companies and marketers who are ready to adapt, there’s a lot to look forward to.
AI won’t take your job if you make it part of your job. It will help you work smarter and make better decisions by helping you find patterns, solve problems, and prove what’s working and why. Use it well and you will become a stand out.
Here’s how to thrive in the coming years:
This might feel like a big change, but it’s also a huge opportunity. Marketing that’s honest and backed by data will win. The sooner you adapt, the stronger you’ll be.
“You are not a victim. No generation in the history of the world has had the tools and the power that are being handed to each of us. If you lose your job to anybody, it's going to be to somebody else with a better understanding and a better ability to use the tools than you.”
Mark Stouse, Proof Analytics
The Accountability Era isn’t here to punish us—it’s here to help us do better work.
AI is changing everything, especially in B2B tech. It’s raising the bar, closing the grey areas, and exposing gaps. But it’s also giving us tools to earn trust, prove value, and deliver real results.
It might feel like a reckoning, but it’s really a chance to get better and be better for the people we seek to serve.
The tools we need to succeed are already here.
This is our chance to level up, lead, and make marketing better.
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