For two decades, I’ve worked with marketing leadership teams across a wide variety of categories, sectors, and business models.

In that time, I’ve seen marketing at its best - driving organisations forward by connecting the dots between customers, strategy and brands to provide the fuel for growth.

But I’ve also seen marketing lose its way.

Too often today, marketing has become boxed into communications, buried under a short-term metric mindset, and left out of the decisions that shape a business’s future.

No business can afford that risk.

At its best, marketing is the practice of understanding what drives customers to buy, and turns that understanding into sustainable growth.

It’s a discipline more than a department, and it’s a discipline that can make all the difference.

With so much volatility, uncertainty, complexity and ambiguity in the world, it’s time for marketing to show the way forward.

It’s time to put marketing back on the map.