There’s a number Mari-Liis Vaher leads with that’s hard to ignore: 70% of CEOs don’t trust marketing to deliver growth. She’s not citing it to blame anyone. She’s citing it because she’s lived on both sides of that table — as the agency presenting polished digital reports to a bank CEO who asked, bluntly, “How does any of this help me grow my business?” The room went silent. She cried in her car afterward. And then she spent the next decade figuring out the answer.