RMS: The Key to Make Sure the C-Suite Embraces Your Marketing Plan
One of the key challenges I see with many heads of marketing is the lack of the ability to communicate the value of marketing’s efforts in terms of business value. This gap translates into a fundamental challenge of ensuring the executive ranks and line of business owners are engaged in your marketing planning efforts. As I say all too often, if you plan marketing in terms of activities (e.g., website traffic or MQLs) then you are tactic of the business. But if you plan marketing in terms of revenue or growth then marketing has a seat at the c-suite table.…
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