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I gave a presenation to 40 mid-career marketers "in transition" the past week on the topic of Seven Types of Marketing Champions: Which One Are You...?

It was clear this group could relate to my explanation about why marketing is undervalued, and the steps I recommend for getting a seat at the strategy table. During the open discussion at the end of the presentation, a marketing executive with blue chip experience and a Harvard MBA said, "I think we need to take the word 'marketing' out of our titles!"
That's a radical recommendation -- not one my co-authors and I make in our new book Marketing Champions, which has practical suggestions for improving the power of marketing. But if we look around, many marketers have already done that. We see marketers with titles including the following:
Business Development
Product Development
Product Management
New Product Management
My favorite: Cash Flow.
One thing is for sure: these titles communicate output and business significance, something the word "marketing," lacks.
Should you change your title? It might improve your stature and influence; at the very least, it will make your job more secure.

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image of Roy Young
Roy Young is coauthor of Marketing Champions: Practical Strategies for Improving Marketing's Power, Influence and Business Impact. For more information about the book, go to or order at Amazon.

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