It's amazing how many people in the B2B C-suite underappreciate the power of marketing. In their minds, sales fills the pipeline, engineering and production make things happen, and finance collects the dough. Marketing? Well, marketing designs the brochures and schedules the trade shows. It's a formula that can work (to an extent) despite its flaws -- as long as times are good. But times haven't been so good lately, and there's no telling when they're going to get better. Many corporations don't know what to do other than work harder, price lower, and hang on tighter. That's discouraging, at best, and potentially highly destructive. It's also where a marketer who's paying attention can make a difference, bringing to the strategy table new knowledge that can be critical to turning things around. Read more.
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