Topline Podcast

February 18, 2025

The B2B Marketing Identity Crisis

1:19

In this episode, Sam Jacobs, Asad Zaman, and AJ Bruno break down a viral LinkedIn post that sparked a heated debate about the role of B2B marketing in go-to-market strategy. Has marketing become too focused on pipeline at the expense of brand? Are CMOs being pushed out in favor of CROs? The team explores how marketing’s role is evolving, the tension between short-term revenue goals and long-term brand building, and what leaders can do to prove marketing’s strategic value.

Listen to episode 96 on Apple, Spotify, or YouTube.

Key Chapters:

00:00 - Introduction
07:24 - The Controversial LinkedIn Post
11:32 - Reactions and Defensiveness
20:31 - The Role of CRO and Marketing
27:30 - The Shift from Large to Small Organizations
33:46 - The Demand Generation Dilemma
39:01 - Navigating Feedback and Public Perception
45:33 - The CMO to CRO Transition Debate
51:01 - The Importance of Counter Narratives
57:01 - Communication, Trust, and Leadership in Marketing

New episodes of Topline every Sunday and Thursday on Apple, Spotify, and YouTube.

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The B2B Marketing Identity Crisis

Listen to episode 96 on Apple, Spotify, or YouTube.

New episodes of Topline every Sunday and Thursday on Apple, Spotify, and YouTube.

Topics Covered

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