What keeps your boss awake at night?

Do you often wonder if your boss really ‘gets’ what you’re trying to achieve?

You’re not alone. The disconnect between leadership and marketing is an age-old [and frustrating] issue.

Less than half of CEOs think their CMO agrees with them

Thomas Barta and Patrick Barwise’s book, The 12 Powers of a Marketing Leader, highlights this critical challenge. In Barta and Barwise's research, 76% of CMOs say they’re aligned with their CEO’s vision, but only 46% of CEOs agree.

This misalignment often stems from differing priorities: while CMOs may focus on long-term brand building and customer engagement, CEOs are frequently driven by immediate financial results and operational challenges.

And when it comes to ROI? Just 39% of executives think marketers deliver measurable returns, despite 67% of CMOs saying ROI is their primary focus.

This is the gap we need to close, and it starts with understanding two things better than anyone:

✅ the needs of the company
✅ the needs of your customers

Enter the V-Zone

The V-Zone is the intersection between customer and company needs. Marketers who operate within this zone ensure that their efforts drive the business forward while solving meaningful customer Jobs.

Finding the V-Zone isn’t easy; and it isn’t about working harder—it’s about working smarter by aligning marketing efforts with company-wide priorities.

As Barta and Barwise put it:

A First-Hand Example

Imagine you discover—through research—that the features on the mid-tier pricing plan of your software product are actually the most valuable to customers. And in fact, that customer base represents the perfect ideal customer profile (ICP).

Then you go talk to your CFO or CEO and realise that the mid-tier plan is also the most profitable and the one that will contribute most to scaling the company!

🎯 Bingo, you're in the V-Zone. Now focus everything on optimising the value proposition around the mid-tier plan, ensuring alignment between customer needs and growth.

That’s the V-Zone in action; and everyone wins.

How to Get There

Here’s a simple approach to finding the V-Zone:

1. Talk to your customers – Where do they get the most value?

2. Understand leadership priorities – What's the big issue? Be bold - ask challenging questions.

3. Find alignment – Where do customer needs and company goals intersect? Top Tip - the High Value Jobs framework can help!

4. Validate the opportunity – Can you support it with quantitative metrics and/or credible, actionable evidence?

5. Take the lead – Put your hand up! Champion the initiative and drive meaningful change.

Why this matters more than anything

Your influence as a marketer skyrockets when you start tackling the big issues.

Not only will your boss 'get' what marketing is delivering; when you start tackling the issues that truly matter to both the company and your customers, you’re not just solving problems; you’re creating real, lasting value whilst accelerating your career.

I think that would make anyone sleep better at night 😊

P.S. Are you the boss in question? If so, why not forward this to your CMO or Marketing Manager and use it as a way of starting a conversation about the big issues that matter.