What does your CEO think about marketing? Or if you're the CEO, what do YOU think about marketing? The way CEOs position marketing and the way they partner with the Chief Marketing Officer has a huge effect on results and the bottom line. Unfortunately, though, for many CEOs, marketing is nothing more than a source of frustration. In some cases, the marketing team has overpromised and under delivered. In other cases, the leader struggles with the investment marketing requires. Whatever the case, it can be disappointing to the CEO. But it doesn't have to be that way. The CEO and CMO can be close partners, working together to generate positive results. Atul Minocha is a partner at Chief Outsiders, a marketing consulting firm. He's also the author of "Lies, Damned Lies & Marketing," a book recognized by Inc Magazine as one of 8 books to sharpen your strategic thinking. He says with help, CEOs can understand the benefits of marketing by partnering with their CMO and utilizing their dollars for real results.
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