We Don't Have Time For This - Reset the Marketing Machine.
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We Don't Have Time For This - Reset the Marketing Machine.
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Summary
In this episode, Katy Howell, CEO at Immediate Future, sits down with Maxine Ashbrook, Marketing Director UK at Fujitsu, for a senior, no-nonsense conversation about the messy middle of modern B2B marketing.
Today’s buyers are shortlisting without you in the room. Boards want ROI yesterday. And marketing teams are under constant pressure to deliver more with less. So what actually needs to change?
Maxine shares a perspective leaders genuinely need. Instead of trying to outwork the chaos, she reworked the system reshaping team structures, redefining operating rhythms, and changing how marketing shows up internally. The result? Less time lost to friction, rework, and internal politics and more focus on what drives impact.
Social plays a key role in this approach. It acts as the fastest, most visible signal of whether your story, proof, and internal alignment are truly landing. But at its core, this episode is about something bigger: engineering marketing to fit the reality we’re all operating in.
If you’re navigating the pressure of modern B2B and looking for a smarter way forward, this is a conversation worth your time.