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Sunny Park Founder & Principal, Ascendro Advisory In today’s hyper-competitive B2B landscape, the pressure to close deals is immense. With disruptive technology and unpredictable market shifts, sales teams often feel forced to lean on one primary lever: the deep discount. While "winning at any cost" might secure a short-term logo, it often masks a brewing financial crisis. To achieve sustainable growth, leaders must move past the mindset that pricing is a mundane, back-office

Sunny Park Founder & Principal, Ascendro Advisory Remedy or Reconstitution? The question – marketing function has not evolved well in the new business landscape naturally applies to the capability story. Short-termism is a symptom, not the cause. Marketing remains stuck in an outdated brand-building paradigm, ill-equipped for today’s data-driven, tech-fueled world. Raja Rajamannar, Mastercard’s Global CMO, captures this in Quantum Marketing: Marketers have not been able to ke

Sunny Park Founder & Principal, Ascendro Advisory Over the past decade, at nearly every roundtable, forum, or CMO gathering I’ve attended, one question keeps resurfacing: "Why does marketing feel irrelevant today, and how can we bring it back?" We all know the signs. CMO tenures are the shortest in the C-suite. Many organizations treat marketing as a cost center rather than a growth driver. Brand equity is often overlooked. This stands in stark contrast to the classic model t