1538: B2B Marketing Alignment, Focus, and Navigating Complexity with Kathy Floam Greenspan
Kathy Floam Greenspan is a veteran B2B marketing expert with over 25 years of experience helping organizations align marketing with real business outcomes. As president of POM Agency, she is passionate about cutting through the noise in fast-moving industries like tech, cybersecurity, and government contracting. Kathy specializes in helping lean marketing teams deliver impactful results despite resource constraints and is a strong advocate of clarity, focus, and practical use of AI to drive growth.
In this episode of Marketer of the Day, Kathy Floam Greenspan joins Robert Plank to discuss the growing pressures on marketing teams, rising expectations, limited capacity, and constant change. Based on a survey of over 100 B2B marketers, Kathy reveals why misalignment, resource gaps, and unclear goals hinder performance and shares four strategic shifts to help teams reclaim focus and momentum in 2026. Learn how to partner smarter, clean up your data ecosystem, and use AI as a collaborator, not a crutch. Kathy offers actionable advice for marketers striving to stay the course, protect priorities, and create lasting impact in chaotic times.
Quotes:
“If everything is a priority, nothing is. Our role as marketers is to protect focus and stay the course, especially these days.”
“Marketers are being asked to deliver more impact without more capacity, forcing tough trade-offs and constant prioritization.”
“AI is incredibly powerful, but marketing is still very human work. Use AI as a collaborator, not a crutch to walk before you run.”
Resources:
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