A B2B marketing function begins with clarity about the market, buyer, sales cycle, message, and shared definition of progress.
Build the foundation before the volume: positioning, messaging, ownership, process, measurement, and the handoffs that connect marketing to sales.
The work should create a system that the team can operate, improve, and scale, not an impressive-looking list of channels.
The best foundation is specific enough to guide the next decision and simple enough for the team to use every day.