Does “Sales” lead “Marketing” at JP Morgan or “Marketing” lead “Sales” at ? Does it really matter? In businesses large and small across the planet that conversation is being had daily, and the answer is, stick with what works best in your organisation and your ideal customers.
What fundamentally doesn’t work is when marketing activities assume every buyer is your ideal buyer and the ability to connect marketing investment with attraction of ideal buyers, conversion, implementation and expansion, is opaque. If it is not discernibly moving conversations forward with your ideal buyers to your ideal destination, it is not working. Don’t blame others, look at the robustness of your system, the people undertaking the work and the relationships you need to build, cultivate and retain.