Mark Osborne explains why the wrong marketing message drains your budget. When teams clearly define what they must win in the market, they collaborate better, fight less, and spend smarter against competitors.
You're wasting money on taking the wrong message to the marketplace or to the wrong people. But also, like, I see oftentimes it really creates a lot more sort of collaboration and sense of community, removes conflict on a team. Because when you know these are the things we have to win, this is what we have the right to win versus our competitors, and you have now a marketing or sales or even business opportunity, if it doesn't support winning on those things, it's really easy to say,
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