CredibleGapforMarketer - and by upgrading the marketing...

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McKinseyQuarterly 4/14/05 Article at a glance: A credibility gap for  marketers Recent interviews with more than 30 European CEOs and chief marketing officers suggest that  many marketers have a credibility problem because their creativity often runs counter to the  discipline needed to excel elsewhere in the organization.   Influential CMOs build credibility in two  ways:  by tracking the impact of marketing initiatives
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Unformatted text preview: and by upgrading the marketing group's skills particularly those that could significantly improve the companys performance. The take-away CMOs who focus on measuring the effects of their initiatives, on building skills, and on aligning themselves with other top managers are more likely to contribute to a company's revenue and growth....
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