Many company boards view the term “brand” as little more than a simple marketing tactic, not as a core driver of cash flow or a key to retaining a customer base. In many cases, marketing as a whole is discussed from an ad-hoc perspective during budget talks—which is why it’s often the first expense to […]
Agency-Client Relationships: When Marketing Is in the Boardroom Read More »
Sign up to gain access to thousands of marketing resources! Don’t worry … It’s FREE! Christopher S. Penn is the vice-president of marketing technology at Shift Communications. He’s also the author of Marketing Blue Belt and co-host of the Marketing Over Coffee podcast with John J. Wall. Chris is also a well known Google Analytics
Marketing has always struggled to show its value. Perhaps this explains why there are still a small number of CMOs in the boardroom. Only 21% had a marketing background among FTSE 100 CEOs. The annual Robert Half FTSE 100 CEO Tracker showed that majority of CEOs (43%) have a background in finance. That big discrepancy suggests a
According to IDG, 35% of companies with effective data grow faster year-on-year, however, many still take little notice of data quality or ongoing data management, pushing it into deepest corners to eventually be abandoned and forgotten. If this sounds like you, it’s time to consider putting data at the top of your business agenda again…
