Big Uncommon Thinking: How Lean Marketing Teams Can Still Dominate Their Market

About This Webinar

Marketing is being squeezed from all sides. Teams are shrinking, expectations are rising, and businesses increasingly believe one person, or automation alone, can replace an entire marketing function. In this session, Mark and James explore what this shift really means for B2B marketing and why it represents a defining moment for the profession.

At the heart of the webinar is the idea of Big Uncommon Thinking: the belief that differentiation, craft, and human imagination are the only sustainable advantages in a world where tools, data, and technology are increasingly commoditised. This session is for marketers and leaders who want to understand how to operate lean without becoming forgettable, and how to build marketing that actually drives growth.

Drawing on real-world examples, from redundant senior marketers to under-resourced ‘one-person marketing teams’, the conversation examines how speed, efficiency, and AI have changed execution, but not the fundamental need for insight, creativity, and commercial impact. The discussion challenges the dangerous assumption that more output equals better marketing, arguing instead for a balance between speed and effectiveness.