For too long, marketing has been treated as a series of activities. A campaign here. An event there. A burst of ads when pipeline looks thin. And when results don’t materialise fast enough, the conclusion is often: “Marketing didn’t work.” But that framing is flawed. Because high-performing marketing doesn’t behave like a campaign calendar . It behaves like an operational system —designed, governed, measured, and improved with the same discipline we apply to finance, delivery, or sales...