@wildblessing: More budget will not rescue a commercialization push that has no clear structure. B2B marketing leaders now put about 20% of their budgets into demand generation. That's a 38% jump on the year before. As spend climbs, so does the cost of running a launch, campaign or sales push without a clear owner. These are the five standards we hold every engagement to. You can run each one on your own team this week, before another dollar goes out. 1. Name the lead. Write the stalled challenge at the top of a page. Under it, write the one person whose expertise fits it. In our collective model, the challenge decides who leads. The job title doesn't. 2. Define the scope. Write one sentence on what this push includes and one on what it leaves out. If either sentence won't come, the scope isn't defined yet. 3. Make roles visible. List positioning, launch, marketing and sales enablement. Put a name beside each one. A blank line is where a strong solution goes unseen. 4. Agree the standard. Decide together what finished looks like before the work starts. 5. Own the delivery. Give every deliverable one owner and one date. These are the terms we stand behind on our own engagements. The structure around the work decides whether a strong solution gets seen. Check the structure first, then decide whether the budget needs to grow.

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