Too many top executives in B2B organizations still equate the function and value of marketing with marketing communications. While the field of marketing has advanced considerably in the last two decades, the view that marketing equals leads, tradeshows, press releases and a web site is still fairly commonplace in the B2B world. This narrow view of marketing leaves money on the table in terms of what organizations should be deriving from a properly conceived approach to marketing. It all starts with setting the right expectations.