Why functional excellence can still leave an organisation moving in different directions. As organisations grow, they naturally become more specialised. Marketing develops its own expertise, brand becomes a discipline in its own right, digital grows more sophisticated, sales develops its own processes, technology introduces new capabilities and AI creates even more opportunities to improve how work gets done. This is a natural part of growth, and in many ways, a sign of a hea

Why growing organisations often look to marketing for answers when the real challenge sits somewhere deeper When marketing performance starts to slip, the response is usually quite predictable. Review the campaigns. Change the messaging. Invest in another platform. Add a new channel. Bring in more specialists. Increase the budget. Sometimes that is exactly what a business needs. But sometimes marketing is simply where a much bigger problem becomes visible. As organisations gr