How marketers can gain influence in their organisations

Marketers from Nationwide and Diageo explain how they built influence across their organisations, while Byron Sharp makes the academic argument for growth-focused marketing investments.

Lovers of Test cricket will be familiar with talk of impending doom – the idea that new formats, new structures, new things in general are going to undo the very fabric of the sport. This has, however, been going on for decades and the sport remains with us, somehow.

Something similar is happening in the marketing profession, which lurches from much talked about crisis to crisis. These gained serious weight in 2017 with the Harvard Business Review’s special feature, The Trouble with CMOs, which linked shorter tenures among top marketers, compared to the rest of the C-suite, with...

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