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Success Factors of a Best-Run Marketing Organisation - How Does Your Team Stack Up?
In the past, marketing groups tended to focus on isolated analysis and planning, reacting to the demands of executives and sales teams without a strong connection to customers. While marketing frequently delivered creative insights that arguably supported top-line growth, program execution often was not coordinated with other company activities, and the value that marketing delivered was rarely measurable. This model can no longer stand. The proliferation of channels, brands, and customer segments provides new challenges, and new trends are shaping business approaches in nearly every industry. In high-tech, channel marketing programs are seeing more funding; financial firms are focused on reducing customer acquisition costs; and small and midsize companies are paying more attention to pay-for-performance advertising. These trends are necessitating massive changes in companies and their marketing organisations.