Over the last few years, the rise of digital marketing has transformed the marketing landscape. New technologies and analytics platforms offer much more transparency into the success of tactical marketing efforts and their impact on the sales pipeline. We're on the cusp of pure alignment of all things sales and modern marketing.
However, digital marketing advances haven’t translated into universal returns. And one of the main drivers in the disparity of marketing results comes down to a simple understanding: marketing starts with culture.
If you’re struggling with that understanding, maybe it’s best to think about marketing like sculpture.