Why You Need To Start With Why As You Develop Your Marketing Plan
Business 2 Community, November 25th, 2019
November 25, 2019,
Volume 260, Issue 4

"The recent Spencer Stuart CMO Tenure study suggests one of the primary reasons for the continued CMO shuffle is 'poor alignment between the CEO and CMO on the mission (and the timeline) of the marketing organization's output.' The second reason, captured in Gartner's CMO Spend study, is that 'CMOs struggle to align marketing metrics with business priorities.'

Without alignment, selecting the right metrics is extraordinarily difficult. A tool exists within reach of every Marketing organization that addresses both of these challenges - the Marketing plan..."

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