Marketing management and
planning

The four components of the marketing mix — product design, pricing, distribution, and communication tactics — become specialised and siloed as operations grow

This presents a source of competitive advantage for startups, while addressing it becomes an imperative in the mid-market and corporates.

How can marketers support the need to increase brand awareness, accelerate the sales process, and retain install base against this internal complexity; while outside the business trends move faster, buyer expectations shift, and the tenure of decision makers is shorter?