In theory, gaining a degree in marketing to later follow up with a career in marketing, should ultimately set you up perfectly to achieve success. Leonardo da Vinci famously wrote, “He who loves practice without theory is like the sailor who boards ship without a rudder and compass and never knows where he may cast.”
Yet, anyone who works in marketing knows that theory versus reality can lead you to two very different outcomes. Like most people in marketing, I’m now working in a specialist industry that fundamentally did not exist when I went to school. Account-Based Marketing in its own highly-targeted and highly data-fueled nature, has had a huge impact on the B2B marketing landscape in recent years.
Reflecting on my own experience […]