Repositioning marketing

Marketing is changing fast. Execution is becoming automated and commoditised; channels have multiplied, and with so much noise, it is easy for clear strategic thinking to get buried in the pursuit of immediate delivery.

For broadcast and AV technology businesses, the effect is a widening gap between an internal value proposition and real-world market value. The work that closes that gap sits upstream of campaigns and content, within a structured marketing function that ensures every downstream investment earns its place.

In too many businesses, especially those looking to scale, enter new markets or make a fundamental pivot, marketing is in danger of becoming a function that answers to whoever is most insistent on their own immediate requirements: the sales team that requests more leads to close a shortfall in the pipeline, the product lead who urgently needs a spec sheet created to respond to a specific customer development. Each request in isolation is legitimate, and the marketing team will always seek to understand and support its stakeholders. But in small businesses where capacity and resources are tight, these requests accumulate into reactive activity rather than building long-term strategic direction. Over time the function is measured by what it produces rather than what it decides, and the strategic work quietly disappears.

Through this blog, the platforms I am building, and the work I continue to deliver for clients, I will keep unpacking what this means. There are some big, sweeping statements made here and few solutions offered, at least for now. The aim of the consultancy, and the network I have built, is to share ideas and break down these trends and models across B2B, B2C, SaaS and go-to-market thinking, so that the growing SME can tap into the true value the marketing function can deliver.