Senior marketers, ask yourselves: Is marketing's inability to get the type of traction it seeks within your organization real or self-imposed? In other words, do you actually have control over the perception, power, influence and abilities that marketing can truly bring to the table? A recent study by Prophet and the Association of National Advertisers revealed several alarming findings that point to the need for marketers to start taking back control of the dialogue, and their destiny, within their own organizations. Some of the more startling findings: While almost 70% of those surveyed view themselves as visionary marketers or leaders, the vast majority of them state that the way they actually spend their time is heavily focused on tactical behaviors, such as working the budget, operating month-to-month and being guided by a short-term marcomm plan.
Copyright © 2009 Davis Brand Capital. All Rights Reserved.
Comments