You're Great at Marketing the Business. Terrible at the Business of Marketing.
Most companies think creating the ICP is marketing's job. It isn't, and that misunderstanding is why 70% of go-to-market leaders say they can't hit their numbers. When marketing owns the ICP, sales owns deals, and product owns features independently, everyone's out of sync. Business transformation happens in teams, not in departments, and the CEO is the one who has to own go-to-market.
In this session I take live questions from the audience and work through the real problem underneath the ICP debate: most leaders are good at marketing the business but terrible at the business of marketing. I…
The skinny
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