You are assuming there's a way to do it well and not well, but what if nobody actually knows how it is - doing it well? What if marketing is just given a budget

You are assuming there's a way to do it well and not well, but what if nobody actually knows how it is - doing it well? What if marketing is just given a budget of X million dollars to spend on advertising, but nobody there actually knows whether doing X or Y works, but they know everybody does X, so if they do X, there's no chance they'd be fired for that?