Of current FTSE 100 CEOs, none has served as CMO and only two have spent any time in marketing departments – so the aims of marketing must be directly related to a company’s overall goals and priorities, with a clear idea of what success looks like. 

Why marketing matters for decision-makers

The role and value of marketing and the success it can play for a business goes beyond signing off campaigns or creative. Marketers need to understand how to translate the importance of it to non-marketing decision-makers within the business. Marketing activity must demonstrate how it connects with...