In this episode, Gee Ranasinha suggests that B2B marketing is in crisis because "effective" marketing is sidelined in favour of what he calls "efficient" marketing. He says much of marketing, which is nearly 100% tactical activities, isn't marketing but communications or promotions. As a result, marketing within the organization is relegated to a sales support function. The culprit for efficient marketing The C-Suite and how marketing is seen as an economic activity in which everything needs to be quantified and measured.