Everything is marketing. But just because everything is marketing, doesn’t mean marketers can do everything, try as they might. Marketers need to make sure all of the work they do is getting results. They cannot hope to micro-manage every interaction within a business; even if they could, it would be a colossal waste of effort. They need to focus efforts on what’s going to get results and prove their contribution; everywhere else, they need to lose control.
In the second of three Lose control features, Will Green argues: You can’t control your colleagues, but you can give them what they need.
