Can Marketers Manage? | Business Performance Maximised

▤ Summary

The article argues that marketers often lack the training and strategic influence needed to manage marketing as a core business function. It says many teams focus too narrowly on branding, advertising, and CRM instead of measuring marketing performance in financial terms. The piece calls for marketers to present ROI, contribution, and long-term business impact to executives. It also highlights the need for stronger leadership, management, and strategic planning in marketing roles.

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