The Inside laneMKTG | The Ownership Gap

Over the past few months, I’ve found myself in a number of conversations where, on the surface, everything appeared to be in place.

The website was strong. Content was being published consistently. There was a clear strategy guiding the work.

But as we looked more closely, something felt off.

Not broken, necessarily – but inconsistent.

In many of these cases, the underlying issue wasn’t a lack of effort or even a gap in strategy. It was a lack of clear ownership.

There are often multiple people involved in marketing – internal teams, external partners, or a combination of both. Work is being done, ideas are being generated, and initiatives are in motion. But without a clearly defined sense of ownership, even strong efforts can begin to lose direction over time.

Ownership is what sustains consistency. It’s what keeps marketing moving forward when priorities shift or attention is pulled elsewhere. It ensures that decisions are made, refined, and followed through on – not just discussed.

Without it, marketing can begin to drift. Messaging becomes less focused, execution slows, and momentum fades. Eventually, it can feel as though something isn’t working, when in reality, the issue is that nothing is being actively driven forward.

This is a pattern I’ve seen repeatedly, and it has directly influenced how I’ve been evolving laneMKTG.

Over time, my role with many clients has naturally expanded beyond execution. More and more, the value has come from helping define direction, establish priorities, and create a structure that supports consistent follow-through.

What has become clear is that most businesses don’t need more tactics. They need greater clarity, stronger alignment, and a more intentional approach to how marketing is led and maintained.

That shift is what’s behind laneMKTG 2.0.

Rather than expanding services, the focus is on refining how we support growth – with a stronger emphasis on strategy, advisory, and ongoing guidance. The goal is to ensure that marketing efforts are not only well-designed, but also consistently carried forward in a way that builds momentum over time.

You’ll begin to see this reflected more clearly in the coming weeks, particularly with the launch of the new website. It’s been an opportunity to step back, simplify, and better articulate both what we do and how we approach growth alongside our clients.

If your marketing has felt inconsistent or heavier than it should, it may be worth stepping back and asking a different question.

Not simply, “What should we be doing?” but rather, “Who is responsible for driving this forward?”

Because when ownership is clear, everything else becomes easier to move.