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.