Marketing has always been a funny department. In the best cases, it can be a powerful engine for revenue growth. In the worst cases, it can become a catch-all repository for sales and executive tasks.
In those worst cases, company leaders still hold onto the outdated notion that anyone can do marketing. They'll even place young, tech-fluent professionals in marketing positions, despite a clear lack of formal marketing training or real-world experience.
But modern marketing is a rapidly specializing and increasingly digital field. For sustainable growth, B2B companies need more than young, digital tacticians. They need strategic perspective.Read More