🎛️ 7 ways to escape the sales and marketing Catch-22

Plus, MarTech’s generative AI pledge [View in browser]() | [Share]() Dec 12, 2023 [Martech: Martech is Marketing]() Are you trapped in a lose/lose situation? “That’s some catch, that Catch-22,” he observed.“It’s the best there is,” Doc Daneeka agreed. That dialogue from Joseph Heller’s classic novel “Catch-22,” gave the world a simple way to refer to the circular, paradoxical reasoning found in so many organizations. It’s no wonder it is still used 61 years after the book was published. The novel is about bomber crews during WWII. The original Catch-22 is this: Because of the risks involved, you’d have to be mentally ill to fly a bombing mission and mentally ill people aren’t allowed to serve in combat, but if you ask to have your mental health evaluated so you don’t have to go on a mission then you’re sane and are OK to fly. That’s some catch, that Catch-22. [As Scott Gillum points out](), sales and marketing are currently trapped in a Catch-22: We need more marketing activity because we have more sales resources — we have more sales resources, so we need more marketing. However, there is a way out. Scott offers seven direct actions you can take to get out of this vicious circle. Constantine von Hoffman,Managing Editor [Salesforce-Trends-in-Generative-AI-Display-Ad-OptionA-300x250-1]() Marketing management [7 ways to end the sales and marketing Catch-22]() [The-sales-and-marketing-Catch-22]() Sales and marketing have entered a vicious cycle of "more is better" without considering performance. Here’s how to break it. Marketing artificial intelligence (AI) [MarTech’s generative AI pledge]() [AI-brain-laptop]() A guide to MarTech's generative AI policy and the acceptable and unacceptable uses of AI. 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