‘Garbage in, garbage out’ accurately describes many business processes, none more so than go-to-market planning. A good general wouldn’t send their troops into battle without doing a thorough reconnoitre of the battlefield, getting intelligence on the enemies’ strengths and weaknesses, understanding their own battle readiness. Similarly, a good CMO should ensure that their team is not blinkered by what they think they know and regularly undertakes a 360 degree scan of the landscape to make sure that blind-spots don’t undermine their plans. ...