Sarit Lamarovich, founder and CEO of SAGE Marketing, was featured in TheMarker’s Expert Zone, breaking down what real marketing infrastructure looks like, how to generate quality leads, and how to build a brand that lasts.
Lamarovich notes that the public usually sees only the “tower,” the PR, campaigns, and visibility, without seeing the foundations beneath it: months, sometimes years, of work on messaging, strategic positioning, and community-building that precede any fast “scale” story.
On AI’s role, she emphasizes that while the technology is impressive and can save time, streamline processes, and offer a competitive edge, it’s no substitute for marketing strategy. AI can help draft a post, she says, but it can’t generate strategy or independently understand a company’s DNA, the emotion behind a product, or the dialogue with its audience.
She points to Inuitive, an Israeli company developing smart chips for cameras in drones and robotics, as a case study: even breakthrough technology doesn’t sell itself. SAGE worked with them on strategy, differentiation, positioning, branding, and messaging, requiring patience and deep, precise work. Today, Inuitive sells to leading global players, has raised over $200 million, and is seen as a category leader.
Her core advice to startups: treat marketing as an investment, not an expense, with no shortcuts, building a brand committed to real values and trust over time, and choosing partners who speak your language rather than just executing campaigns.
For the complete article in Hebrew, see the original piece on TheMarker Expert Zone.
