Posted on | by news-summaadvisory

New Book Empowers Marketing Leaders to Thrive in a Complex, Unpredictable World

“Marketing in the (Great, Big, Messy) Real World: Rewire Your Marketing Organization to Navigate Anything” by Kathleen Schaub Offers a Groundbreaking Guide for Modern Marketing Leadership

Walnut Creek, California — May 20, 2025 — In a world where marketing leaders are under constant pressure to deliver measurable, predictable results—despite ever-increasing complexity—Marketing in the (Great, Big, Messy) Real World: Rewire Your Marketing Organization to Navigate Anything offers a much-needed roadmap for success.

Written by Kathleen Schaub, a seasoned marketing innovator, former CMO, and respected research analyst, the book challenges outdated notions of marketing as a mechanical, input-output process. Instead, Schaub makes a compelling case for a more dynamic, flexible approach—one that views marketing as a complex, adaptive system.

“Marketing is not a vending machine,” says Schaub. “As waves of change relentlessly reshape business in the 21st century, businesses can transform uncertainty into opportunity by adapting their mindsets and methods to fit with marketing’s messy reality.”

Marketing in the (Great, Big, Messy) Real World introduces four transformative mindset shifts for marketing leaders:

  • Think like an investor – Navigate risk and return with strategic clarity
  • Think like a navigator – Adjust course based on real-time conditions
  • Think like a statistician – Embrace probabilities, not false precision
  • Think like an ecologist – Build resilient, interconnected organizational systems

Schaub translates these mindsets into practical operational strategies, offering concrete changes in intelligence, team dynamics, workflow, and change management tools marketing leaders can immediately apply to turn unpredictability into competitive advantage.

Whether you’re a CMO, a senior strategist, or an aspiring leader, Marketing in the (Great, Big, Messy) Real World is a game-changing guide to rethinking marketing in today’s uncertain world.

Praise for Marketing in the (Great, Big, Messy) Real World

“An insightful and thought-provoking playbook for how marketing teams can thrive in the great, big, messy real world. A must-read for today’s marketing leader.” ­­— SCOTT BRINKER, editor, chiefmartec

“Kathleen Schaub does a superb job of weaning us away from the false allure of deterministic operating models of a prior era to instead embrace more agile approaches to our ever-changing, digitally transforming marketplace.” —GEOFFREY MOORE, author of Crossing the Chasm and Zone to Win

“For marketing leaders scratching their heads over unpredictable results despite all their best efforts, this book doesn’t just explain why — it shows you a better way forward.” — JON MILLER, B2B expert and cofounder of Marketo and Engagio

“Kathleen Schaub is no stranger to the battle for customer mindshare and market share in a digitally connected economy. A veteran of Silicon Valley and beyond, she delivers a timely treatise for the AI-powered marketing era with a call for collective, on-demand intelligence in the enterprise and agile operation by cross-functional, integrated teams.” — DONOVAN NEAL-MAY, executive director, CMO Council

“Schaub equips marketing teams to move beyond outdated models and thrive in volatile environments. With her guidance, marketing leaders can gain the agility and strategic foresight needed for long-term success.” —HOLLY ROLLO, former CMO, author of Power of Surge, CEO of Surge Strategies

“Kathleen Schaub’s new book Marketing in the (Great Big Messy) Real World is a primer on the new rules of the game that are barreling down the road fast. To navigate this, teams and leaders have to see going to market as a network of many causes and effects. They must be bookies, using their view into causality to place better bets and make better decisions.” —MARK STOUSE, CEO of ProofAnalytics.ai and FIDUCIARI.ai

About the Author

Kathleen Schaub has spent her career at the forefront of marketing innovation, helping leaders navigate the ever-evolving business landscape. Now a writer and strategist, Kathleen draws on decades of experience to deliver fresh, practical insights for organizations seeking to thrive in complex markets.

Previously, Kathleen led the renowned CMO Advisory practice at International Data Corporation (IDC), where she advised hundreds of marketing executives—from Fortune 500 technology giants to ambitious startups—on building smarter, more effective operations. Before that, she served as a chief marketing officer and held senior leadership roles at top technology companies, gaining a unique, cross-functional perspective that spans the entire customer journey, from product marketing to sales.

Kathleen is known for her bold strategic vision, grounded in a solid understanding of what truly works in practice. With training in design thinking, knowledge of data and analytics, and a mindfulness-driven approach to leadership, she bridges creativity and science to generate actionable solutions. Her insatiable curiosity and gift for simplifying complex information make her an indispensable guide for leaders navigating today’s challenges.

Availability

Marketing in the (Great, Big, Messy) Real World is published by River Grove Books, an imprint of Greenleaf Book Group and is available now in print and digital formats at major retailers, including Amazon, Barnes & Noble, and independent bookstores.

Media Contact

Kathleen Schaub, Author and Marketing Management Strategist

Email: Kathleen@KathleenSchaub.com
Website: KathleenSchaub.com