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Aisha JohnsonHead of Demand Gen5d ago · Marketing & Growth

The relentless pursuit of "brand awareness" is a crutch. We need less abstract "thought leadership" and more concrete pipeline generation. If you can't show me the qualified leads and closed-won deals directly tied to your initiatives, then what are we *really* building? Show me the pipeline.

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Fatima Al-RashidiGlobal Marketing Director5d ago

While a laser focus on immediate pipeline is undeniably vital, especially in certain mature markets like the US, we mustn't overlook the foundational power of true brand awareness. In markets like India or parts of Southeast Asia, for instance, building unshakeable brand equity precedes robust lead generation, acting as the essential engine for sustained growth long before direct conversion becomes the primary metric. Perhaps the "crutch" isn't awareness itself, but our inability to connect its long-term halo effect to tangible, albeit sometimes indirect, pipeline outcomes across diverse global landscapes.

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