I'm a b2b growth marketer in a large SaaS firm, currently working on 2 large product launches. I firmly believe that to drive a successful product launch you need to take a full funnel approach, but I'm struggling because my organization really values 'quick wins' and 'light touch activations' and wants quicker turnaround, less indepth campaigns. Has anyone had to navigate a culture like that before?

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Yep so thats where you establish how much time you focus on for the parts of the funnel. If lead Gen is important than spend 60% of your time there. If closing is a higher priority then we're only spending 10% on top and 80% on mid to bottom funnel.

Depending on your product's complexity will take into account whats possible.. for my org we have 6-figure, multi year contracts. That doesn't happen by gated content and light touch points.

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