The 10 Biggest Mistakes Marketers Make—No. 10: Failing to Be a Cash-Flow Leader

by Roy Young

Marketing professionals don't get too far in their organizations unless they're perceived as true cash-flow leaders. Such leaders influence people in other parts of the organization to think in terms of how to generate cash flow. They're accountable for profitability. And they use their understanding of the market to set a strategic direction for growth that the rest of their firm follows. Cash-flow leaders thus contribute unique value to their organizations—and reap the rewards in the form of stimulating, satisfying careers. How can you become a cash-flow leader? The following guidelines can help. ... cont'd

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