Marketing reports serve an important purpose. They’re critical tools in communicating and validating the work of the department.
But typically, these reports miss the mark, providing little value and not enough guidance for future investments to the entire enterprise. It’s no wonder marketing is...
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Leaders who excel have an innate ability to dial up the competitiveness at the right time just so they remain at the top. To demonstrate to others that their passion and effort are well documented, so that all others can be measured against.
Let’s take sports as an analogy to put this in...
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The debate about marketing being a cost or an investment still rages on. I think part of it stems from CFOs categorizing marketing costs as an expense on the P&L rather than considering marketing as an opportunity to drive revenue to the top line. The former is required by basic accounting;...
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