Marketing should not be about campaigns, but a collection of business cases | Letter to CMOs in complex B2B vol 7, 2026
As a marketing leader, marketing should be viewed only as a collection of business cases. No campaigns. No channels. A collection of business cases.
This would mean that when someone asks to cut the budget by 30%, the pain is not on your corner, but on the stakeholders you support.
This would mean that you are always able to tie campaigns and tactics to business value.
And it would be clear that with these resources, you can execute these 5 business cases, but if you want more, you need more resources.
And this would take the marketing planning to the management team: What business cases do you want to execute, and what do you see as valuable on a later date?
Because if you don’t invest more, this is the value you leave at the table.
