Signals - by Angela Troccoli (Paperback)

About the Book

Signals explores the common reasons marketing teams struggle, growth stalls, and execution breaks down-and how to fix these issues before failure becomes inevitable.

Book Synopsis

When growth stalls, teams fracture, and execution starts slipping, the warning signs are usually there long before the crisis becomes impossible to ignore. The problem is that most leaders don't know how to read them.

In Signals: Common Marketing Pitfalls and How to Avoid Them, marketing executive Angela Troccoli pulls back the curtain on the dysfunctions that derail companies-from startups racing to scale to established organizations navigating transformation, mergers, and expansion. Built around the concept of "signals"-the subtle indicators that point to deeper organizational problems-this book serves as both a diagnostic framework and a practical leadership guide. Drawing on insights from twenty seasoned marketing experts and real-world case studies, Signals reveals why even talented teams struggle to deliver consistent results.

Inside, you'll discover:

• The hidden patterns behind failed go-to-market strategies
• Why misalignment between sales and marketing destroys momentum
• The leadership mistakes that create chaos, burnout, and stalled growth
• How poor hiring decisions ripple through entire organizations
• The operational shortcuts that sabotage long-term scalability
• What high-performing marketing organizations do differently

Unlike traditional marketing books focused solely on channels, campaigns, and customer acquisition, Signals goes deeper, right into the internal dynamics, cultural blind spots, and executive decisions that determine whether strategy succeeds or collapses under pressure. Practical, candid, and grounded in hard-earned experience, Signals offers battle-tested insights for marketing leaders, founders, executives, and growth-stage teams who want to recognize problems early, make smarter decisions, and build organizations capable of sustainable growth.

If you've ever wondered why great strategies fail in execution, or sensed something was wrong long before the metrics reflected it, this book will help you identify the signals before they become setbacks.