In the current economic climate, the most dangerous line item on a B2B technology company's P&L isn't the server costs—it's underutilized headcount.

For the modern SaaS / PaaS CFO, the marketing budget is often a black box of "brand awareness" that is difficult to attribute to revenue. But the specific role of Product Marketing (PMM) presents a unique financial conundrum. It is a critical function for bridging the gap between product and sales, yet the traditional hiring model is increasingly inefficient given the advances in Gen AI.

In the world of consulting, how you price your services isn’t just a business decision — it’s a reflection of how you value your clients’ outcomes, how you structure your delivery, and how you align incentives for success. At C2B Suite, we’ve made a conscious choice about how we engage with our clients: we prefer fixed-price consulting arrangements, and we refuse to bill by the hour. This isn’t a slogan — it’s a philosophy rooted in fairness, accountability, and predictable value.

Even in the best of times marketing executives are a perpetually endangered species, but today they face agonizing scrutiny. We talk to lots of execs who feel like the game has changed, who are rethinking their whole approach to getting marketing done.