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Marketing is under pressure.
Leaders of the marketing function are becoming more accountable to senior management and the board for the impact that marketing performance has on the business.
At the same time they are being asked to:
deliver more with less as marketing budgets are pared down
demonstrate and track marketing RoI to business stakeholders as well as instilling confidence that such returns can be replicated
accurately report on marketing performance and the status of individual programmes and projects
ensure that the marketing portfolio is aligned with the business strategy
manage increasing complexity in terms of numbers of campaigns and programmes, budgets, brands, products, customer segments, channels, agencies, deliverables ……..
ensure resources are used as effectively as possible to deliver against marketing strategy
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