How to avoid being surprised by the inevitable

08/25/2014 |

Companies that fail to plan for the inevitable often do so because they aren't using the right key performance indicators -- and that's ultimately a failure of leadership, writes Bob Donnelly, a chief marketing officer. "It should make you wonder as the CEO how an analyst who is not involved with a business can forecast the decline of a company sooner and more accurately than the management team can," he writes.

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