Why Marketing Fails in High-Growth Companies — And How to Fix It
Episode Summary
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.
Guest Profile
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.
Key Takeaways
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.
Questions Asked & Answer Summaries
What is the main challenge high-growth B2B companies face with marketing?
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.
How should companies fix siloed and underperforming marketing?
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.
Who should own the go-to-market strategy?
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.
What are quick wins in B2B marketing?
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.
Does LinkedIn engagement correlate with leads and revenue?
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.
Chapters & Timestamps
[00:00] – Identifying the Marketing-Business Disconnect
David discusses how leadership and marketing often speak "different languages."
[01:00] – Q1 Performance Recap
Tracking towards the goal of 30 new sales with strong CAC and CPL metrics.
[02:00] – Why $10M–$100M Companies Struggle With Leads
Despite solid products, companies fail to build scalable marketing systems.
[04:00] – Leadership’s Misunderstanding of Modern Marketing
The push for leads without understanding the full funnel.
[06:00] – What a Unified Market Message Looks Like
Aligning leadership and marketing on a clear POV.
[08:00] – Building a Holistic Go-To-Market Strategy
Combining Google and LinkedIn Ads into one seamless approach.
[10:00] – Rethinking MQLs: Focus on Revenue
Why chasing MQLs isn’t enough—and can backfire.
[12:00] – Who Should Lead Marketing Strategy?
The need for a business-savvy marketing translator.
[13:00] – Timeline for Results
3–6 months to meaningful results, with quick wins in retargeting and Google Ads.
[16:00] – Why This Agency Doesn’t Run Google Ads
They dominate LinkedIn and believe in channel-specific competitive advantages.
[18:00] – LinkedIn Metrics vs. Real Revenue
Engagement isn’t everything—conversion is.
[21:00] – Content Strategy for Funnel Progression
Balance top-funnel reach with bottom-funnel authority.
[24:00] – The Power of Conversations on LinkedIn
Why DMs often convert better than posts.
About the Podcast
Building in Public follows the journey of B2B founder David Ellis as he scales his business in real-time. From candid conversations about growth strategies to hard metrics and tactical advice, this podcast is a goldmine for founders, marketers, and B2B operators looking to learn from a company doing the work—and sharing it openly.
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