Marketing Was Built for a Pre-AI World For most of B2B SaaS history, marketing scaled through headcount. Writers wrote. Designers designed. Digital specialists ran campaigns. A CMO coordinated it all. Execution was expensive, slow, and human-dependent. So companies hired people to produce output. That logic no longer holds. In the AI world, execution is cheap. Systems are scarce. Marketing is no longer constrained by the ability to create. It is constrained by the ability to

Once founders accept that the brand is not just a marketing layer but a growth system, the next question appears almost immediately: Where do we actually start? This is the point at which many B2B SaaS companies unintentionally derail their work. They start with a website refresh. With messaging workshops. With visuals and campaigns. A pre-built brand book or templates, created before the foundation exists, and used more as decoration than direction. All of that is execution