In this episode of Building in Public, host David and his co-host dissect one of the most pressing challenges faced by high-growth B2B companies: the misalignment between marketing teams and business leadership. They unpack why even successful companies—those generating $10M–$100M in annual revenue—struggle to build scalable marketing engines and what to do about it. David shares insights from recent conversations with clients, offering practical advice on fixing fractured go-to-market strategies, unifying messaging, and bridging the gap between marketers and executives.

David, Founder of a leading B2B growth agency, brings first-hand insights from advising high-revenue companies. With deep expertise in demand generation, brand strategy, and go-to-market frameworks, David helps bridge the marketing-business divide that plagues many scale-ups.

• Disconnect between marketing and leadership is a key bottleneck in growth-stage companies.
• A unified market message is foundational before any content or campaign strategy.
• Holistic go-to-market strategies beat siloed channel approaches every time.
• Leads are not the ultimate metric—revenue and conversion matter more.
• Retargeting and demand generation offer fast wins for underperforming funnels.
• Viral content ≠ revenue — LinkedIn impressions don’t always convert.

Many $10M–$100M companies experience a serious disconnect between their leadership teams and marketers. Leadership pushes for more leads without understanding modern marketing dynamics, while marketers fail to tie campaigns back to business outcomes. This gap results in underperformance and frequent strategy overhauls.

Start by aligning on a unique point of view—not just your value prop, but how your company uniquely solves customer problems. Build a holistic marketing strategy around that message, ensuring all channels (Google Ads, LinkedIn, content) work together and reinforce each other.

You need a translator—someone who understands both business goals and marketing mechanics. This can be a strategic hire or an external partner, but the key is alignment between leadership vision and day-to-day marketing activity.

• Launching retargeting ads on LinkedIn or Google.
• Activating Google Ads if you already have strong SEO traffic.
• Focusing on bottom-of-funnel actions for quick conversions.

Not always. Posts with massive reach and engagement often fail to convert. The key is targeting the right audience and following up through genuine conversations and DMs. High impressions don’t always equal high impact.

David discusses how leadership and marketing often speak "different languages."

Tracking towards the goal of 30 new sales with strong CAC and CPL metrics.

Despite solid products, companies fail to build scalable marketing systems.

The push for leads...