B2B MarTech

The Enterprise MarTech Catch-22: Everyone Owns a Piece. Nobody Owns the Customer

Executive boardroom illustrating competing priorities between B2B, B2C, enterprise data, and technology teams pulling enterprise value in different directions.

“There was only one catch and that was Catch-22, which specified that a concern for one’s safety in the face of dangers that were real and immediate was the process of a rational mind.” — Joseph Heller, Catch-22 Joseph Heller wrote those words about a World War II bureaucracy that trapped rational people in irrational systems. Decades later, the same paradox plays…