Agree what marketing should be accountable for... and what it shouldn't
Marketing leaders need to agree exactly what their team should take responsibility for, and when to share the load.
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- Strike the right balance between art and science
- Know your internal customer
- Consistently and compellingly communicate the value you deliver
- Deliver market insight – challenge preconceptions
- Become the hub, not a spoke
- Keep up the pace and be responsive
- Master the art of persuasion.