Why marketing to the C-suite requires "big" thinking

09/25/2013 | MediaPost Communications

Marketers need to go "big" in order to reach executives with success stories that matter, Scott Gillum writes. This requires marketers to develop strategies that align with company values and center on a big goal such as growing market share. When reporting results, marketers need to measure the entire process but only report results-related metrics that executives care about, he writes.

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