Most B2B businesses are spending four in every five marketing dollars on activity that produces no commercial return. Not because they lack creativity or budget — but because of a structural problem nobody talks about directly.
In this uncompromising field guide, B2B strategist Miles Corrigan exposes the root causes of wasted marketing spend and delivers a clear, practical framework for fixing it. Drawing on three decades of frontline sales and commercial leadership experience, he argues that the solution is not more creativity, more channels, or more spend. The solution is structural.
This book will show you how to identify which 80% of your marketing is wasted, why the real lead generation channels are almost never the ones receiving the most investment, why marketing must report to the Sales Director, how to build a sales-led marketing model that generates predictable pipeline, and how to conduct a practical four-step audit that reveals exactly where your budget is going.
Written for sales directors, managing directors, founders, and anyone with P&L responsibility in a B2B business. If you have ever sat in a board meeting wondering why the marketing budget keeps growing and the pipeline keeps disappointing, this book was written for you.
Stop funding the 80% that doesn't work.