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Jyotsna Makkar
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Recent Posts
The Cost of Waiting: Why “Doing Nothing” Is the Most Expensive Strategy
When markets shift, many CEOs adopt a dangerous mindset: Let’s wait and see. On the surface, it feels prudent, even safe. But hesitation quickly becomes the costliest default in leadership—a form of self-sabotage and an expensive compromise.
Economic shifts don’t pause until you’re ready. By the time you’re confident the upturn is real—or the downturn has arrived—it’s too late to act decisively. Competitors who moved first have already secured the best opportunities. And you’ll be left wishing you had not waited.
The Revenue-Ready Marketing Playbook, Part 4: How a Shared Playbook Across Sales and Marketing Unlocks Value
Fri, May 2, 2025 — This is Part 4 of the Revenue-Ready Marketing Playbook, a 4-part series for mid-market CEOs who want marketing to move the needle. You’ve got a sharp Marketing team. An experienced Sales leader. Solid product-market fit. And yet, the customer experience feels disjointed. Campaigns generate leads that go quiet after handoff. Sales calls start from scratch, even when prospects have engaged with marketing content. Messaging shifts between touchpoints and the onboarding experience doesn’t match what was sold.
The Revenue-Ready Marketing Playbook, Part 3: How Marketing Can Deliver Predictable Outcomes
Fri, May 2, 2025 — This is Part 3 of the Revenue-Ready Marketing Playbook, a 4-part series for mid-market CEOs who want marketing to move the needle. In many boardrooms, the prevailing sentiment is "Marketing is a black box - effective in parts, but it's unclear which parts." That kind of uncertainty is surprisingly common. For many growth-stage businesses, marketing still feels like a gamble. You spend, you hope, you wonder if it worked.
The Revenue-Ready Marketing Playbook, Part 2: In a Noisy Market, Make Clarity Your Competitive Edge
Tue, Apr 22, 2025 — This is Part 2 of the Revenue-Ready Marketing Playbook, a 4-part series for mid-market CEOs who want marketing to move the needle. A CEO once said to me, “We know our product delivers real value. Our customers are happy. But when we show up in the market, it feels like we’re saying the same thing as everyone else.” That stuck with me, not just because it was honest, but because it’s common. In crowded markets, sounding the same is the fastest way to become invisible. Buyers tune out. Sales cycles drag. Margins shrink. And despite how strong your actual offering is, you keep getting boxed in as “just another option.”
The Revenue-Ready Marketing Playbook: Why Your Brand Is Your Most Powerful Compounding Asset
Tue, Apr 22, 2025 — This is Part 1 of the Revenue-Ready Marketing Playbook, a 4-part series for mid-market CEOs who want marketing to move the needle. Each chapter explores how to turn brand, positioning, operations, and customer experience into engines for measurable growth.