---
title: 87 | The power sits with marketing. Time to get the glory.
description: Join Therese Parkes as she joins us armed with the latest Google research, asking CMOs to think bigger about what ‘in-market’ really means.
---

[B2B Podcasts | Twogether ](https://www.wearetwogether.com/podcasts)

# [87 | The power sits with marketing. Time to get the glory.](https://www.wearetwogether.com/podcasts/the-power-sits-with-marketing.-time-to-get-the-glory)

 Written by [Jon Busby - CTO](https://www.wearetwogether.com/podcasts/author/jon-busby-cto) | Jul 31, 2023 3:50:45 PM

### Worse than dead – irrelevant. The funnel, the SQL/MQL obsession, broad-brush attribution, skimping on brand…

According to Google’s Therese Parkes, pretty much everything in B2B tech is a ripe opportunity for overhaul. She comes to this episode armed with the latest Google research, asking CMOs to think bigger about what ‘in-market’ means and why the percentage of buyers in that bucket is bigger than you’ve been told. 

Get stats you can take the board, like this killer: why cutting costs on brand investment is false economy - every $1 you save today will cost you $1.85 to build back in the future.

 

 

 

[View full post](https://www.wearetwogether.com/podcasts/the-power-sits-with-marketing.-time-to-get-the-glory)

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