MARKETING ALIGNMENT
Realign marketing with your core mission.
Discover how value creation empowers marketing teams and agencies to drive business growth and deliver tangible value to your customers.
Many technical marketing teams struggle to deliver because they’re not aligned with core business value.
Businesses often have big expectations of marketing due to its high cost and lofty promises.
Technical jargon, organizational silos, and misunderstanding of the role of marketing can all contribute to a breakdown of trust.
Tensions build over time as budgets grow and expectations remain unmet, leading to dysfunctional team dynamics.
Marketing teams are facing a crisis of trust.
The battle to prove marketing’s value to senior leadership rages on, year after year.
Sources:
CFOs and CEOs the Most Skeptical of Marketing’s Value, Senior Marketers Say - Marketing Charts. (2024, November 18). MarketingCharts. https://www.marketingcharts.com/business-of-marketing-234312
CMOs Are Having a Tough Time Convincing CEOs and CFOs of Their Worth - Marketing Charts. (2025, March 19). MarketingCharts. https://www.marketingcharts.com/business-of-marketing-235111
CMOs Report Increasing Pressure from the CEO, CFO, and Board - Marketing Charts. (2025, April 23). MarketingCharts. https://www.marketingcharts.com/industries/business-to-business-235446
The path to marketing alignment starts with the right expectations.
Science and technology (STEM) marketing teams are often faced with skepticism from engineers and impatience from senior leadership.
Knowing how marketing is intended to fit into the business can help reset expectations throughout the company and foster a win-win environment.
Marketing works like an amplifier for your value.
It’s designed to take a clean input signal and scale it up so more people can see it.
If the input signal is noisy, the output will be noisy at scale.
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Ensure your marketing team is in sync with leadership and amplifying the right signal to the right audience.
A strong foundation of value creation gives sales, marketing, and business leadership a common reference point for synchronizing go-to-market efforts across the company.
Give your technical marketing team the clarity it needs to maximize ROI.
The right signal to the right audience
Provide marketing with a clean set of signals that are easy to understand and promote to the right audience.
Better experiences with agencies
Create clear guidelines to eliminate confusion and keep marketing agencies in sync with your business goals.
Healthy team dynamics
Create a unified mission that breaks down silos and connects marketing to other business functions.
Responsible marketing investment
De-risk marketing spend by eliminating noise and focusing marketing dollars on winning campaigns.
Trust based on shared understanding
Restore faith in marketing by giving them clear direction and tying all activities back to core value.
Sensible marketing priorities
Have a clear ‘why’ for every project and focus limited marketing resources on what matters most.
Partner with a trusted expert in STEM value creation
Over 20 years experience distilling value for science and technology (STEM) businesses
Access to a network of experts in sales, operations, the funding landscape, and more
Focus on fundamental value, further upstream than most sales and marketing agencies
Flexible engagements that don’t require huge annual commitments out of the gate
Marketing can only be as effective as the value that feeds it. Start building your foundation today.
We apply tried-and-true principles to help you uncover value and define products to achieve the best market fit.
