by Roy Young
Marketing is the engine of any enterprise. Yet marketing is often underutilized. We find marketing practitioners frustrated at not being able to make the essential contributions to their company's success that they are capable of—and ideally positioned to provide. Peer managers and members of the executive team have difficulty articulating how, precisely, the marketing function can help the organization grow and meet its strategic objectives. Equally troubling, marketers themselves face a challenge in describing the value of their work in terms that other executives understand. Put simply, marketers struggle to master the language of business. Marketers must champion marketing in order to surmount such obstacles—to deliver their promised value so that they and their companies can reap the benefits. Here's what we mean... . ... cont'd
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