Speed: The Missing Industrial Marketing Ingredient w/ Julian Schaaf

What this episode covers

Julian Schaaf, founder of the advisory firm Industrial Growth, explains why industrial marketing teams are slow and identifies four key barriers: lack of trust, lack of goals, lack of skill, and lack of risk tolerance. He contrasts the speed-driven culture of tech startups with the cautious, approval-heavy processes typical of traditional manufacturing companies. Schaaf argues that by creating an environment where marketers can make decisions quickly and experiment without fear of failure, manufacturers can gain a significant competitive advantage.