Dossier
North Star marketing goals
Coverage of North Star marketing goals in the Nexus archive.
- I’m a marketer who fell into the ‘empire-building’ trap. Now I know a bigger head count doesn’t mean better marketing.
Colin Piper, CMO of BuildOps, detailed falling into an 'empire-building' trap within large corporate marketing departments. He recounted his experience at Autodesk, where having over 130 global employees resulted in highly inefficient processes, too many management layers, and delayed campaign execution. Ultimately, he realized that excessive growth can become a hindrance to efficient business operation.