Hot Takes from a Marketing Leader Who’s Been There

After 14+ years building and leading marketing in B2B SaaS and innovation, I’ve seen what works, what doesn’t, and what everyone thinks works but is actually just lighting money on fire. These are my stances. Not everyone will agree, but they come from hard-earned lessons.

1. Booths Are a Waste of Money (Unless You Just Want a Brand Flex)

The ROI on major conference booths is brutal. By the time you add booth design, installation, swag, staffing, T&E, and lost productivity, you’ve sunk six figures for a logo in a sea of logos. Few qualified leads justify that.

Better play: put your dollars into a speaking slot, a private meeting space, or a side event that sparks real conversations. Anchor yourself in experiences, not carpet squares.

2. Agility Beats Specialization

The world doesn’t need another hyper-niche marketing role with a title made up last year. RevOps, growth marketing, prompt engineering — all of these were “new” once.

I’d hire an agile generalist with curiosity and grit over a career specialist any day. Business moves fast; the people who thrive are the ones who can flex, learn, and collaborate across functions.

3. Curiosity > Credentials

Not knowing how to do something isn’t a problem. Not trying to learn is. Willingness plus curiosity will take you further than pre-loaded expertise.

If your company doesn’t let people say “I don’t know, but I’ll figure it out,” you’re strangling innovation.

4. Sales & Marketing Alignment Is Non-Negotiable

If you don’t have tight alignment on goals, priorities, and pipeline attribution — stop. Do not pass go. Two weeks of recalibration beats two years of spinning your wheels. Marketing only matters when it’s tied directly to revenue impact.

5. More People ≠ More Impact

Throwing headcount at marketing problems rarely works. You need clarity, focus, and alignment more than bodies. A lean, high-functioning team can outpace a bloated one every time. Prove impact first, then scale.

6. Marketing Belongs at the Executive Table

Still shocked this has to be said in 2025, but here we are. Marketing is not an afterthought; it’s how the world understands your vision, why it matters, and how to access it.

If your marketing leader isn’t in the room when strategy is set, you’re leaving money — and market share — on the table.

Closing Thought

I don’t share these takes to stir the pot for fun. I share them because I’ve been in the rooms where millions were wasted, where teams burned out, and where alignment saved companies. My advice: lean into curiosity, prioritize impact, and make sure marketing has the voice it deserves.

If this resonates with you, let’s connect.