Marketing isn’t seen as a growth engine

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If sales is still your primary growth strategy, you’re likely stuck in a pipeline trap.

When leadership focuses on short-term wins like quarterly pipeline, marketing gets reduced to chasing immediate KPIs instead of also nurturing future buyers and building market dominance.

It’s a serious problem when you consider that only 10% of leads are in-market to buy. This means that you need to dedicate resources to nurture the 90% who are not in market, so when they’re ready, your brand is top of mind.

While this sounds obvious, most leaders treat branding as a nice-to-have and don't understand future-focused metrics like account engagement. Some also confuse branding with graphic design.

If you don’t invest in your brand and nurture leads with valuable experiences, they’ll forget about you and pipeline will show. It's that simple.