Mohammad Aljuhani, Associate Director – Marketing and Communications.One of the hardest and saddest things about marketing today is that everything can look perfect while achieving nothing. Some marketing teams operate with clear calendars. The content goes out on schedule, the events are neatly covered, and the numbers in the reports are green. They are busy and their work looks perfect, but they deliver limited business value that does not offset the cost; the cost of looking fine.
When did the marketing role become about looking good rather than shaping decisions and driving business growth? We have traded our seat at the strategy table for a front-row seat at the photo shoot. ‘Busy’ has become the ultimate vanity metric.
I have personally seen processes stret
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