"Marketers are a bunch of flaky wimps."
I have been speaking with many CEOs recently—something like 50 in the past three months while on the speaking circuit and as part of research I am doing into how great companies build products and develop go-to-market strategies.
Many CEOs tell me that the way marketing happens in their organizations is ineffective. Many CEOs say that within the management teams and employees at companies they have worked in, marketers are focused on the wrong things.
Marketing and PR people alike are not aligned with the goals of the business, they say. And, yes, one CEO even told me that marketers are a bunch of flaky wimps.
Hold on there. Why is that?
For some reason, marketers continue to insist on pitching CEOs and management teams on the need for branding initiatives. These "bold" campaigns and programs promise to "elevate" the company, they say.
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