The B2B Transformation Trap
Most B2B 'digital transformation' initiatives fail because they automate the wrong layer — the process — without redesigning the underlying logic of how value is created and communicated.
The trap is seductive. You hire a consultancy. You buy a MAP. You automate the nurture flow that used to take three people four days to execute. Six months later, you have a faster machine producing the same mediocre output.
Transformation that starts at the process layer optimises what exists. Real transformation starts by questioning the model: Who are we actually selling to? What do they believe before they find us? What needs to be true for them to change their behaviour?
Answering those questions is marketing work. But it is also organisational work — because the answers require alignment across product, sales, customer success, and leadership. Marketing cannot do this alone. It can, however, be the function that creates the conditions for alignment.
That is the job. Not automation. Alignment at the level of belief.