 In a world of dashboards, deadlines and data points, it's easy for marketing strategy to get bogged down in the detail. Targets are set. KPIs are tracked. Margins are trimmed. Yet without an ambitious, guiding north star, even the best-run campaigns risk becoming directionless. This is where BHAGs come in. First introduced by Jim Collins and Jerry Porras in their book Built to Last: Successful Habits of Visionary Companies, a BHAG (Big Hairy Audacious Goal) is a long-term, emotionally compelling objective designed to drive progress and unify teams.
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 Not all marketing needs to scale. Sometimes, success comes not from expanding the funnel but from narrowing the focus. Account-Based Marketing (ABM) offers just that, a B2B approach that flips traditional lead generation on its head, replacing broad reach with high relevance. Suppose you're managing stretched budgets, misaligned teams or complex buyer journeys. In that case, ABM helps you concentrate your efforts on accounts that matter. It's not new, but when done well, it can reshape how revenue flows through your business.  For many companies, their marketing and sales teams have worked in parallel, often chasing different goals using different tools. Customer success, when considered, is typically introduced after the sale. In a business landscape that demands agility, this fragmented approach no longer holds. Revenue Operations, commonly known as RevOps, is the current 'new' method being touted, only it's nothing new. RevOps has been around for the past decade, but it has recently emerged as the crucial framework for driving predictable and sustainable growth. According to a 2020 study by Boston Consulting Group, companies with a strong RevOps function achieve up to a 100% increase in digital marketing ROI and a 10-20% improvement in sales productivity. |
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November 2025
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