Most struggling marketing departments have fallen into the same pitfalls. They put too much emphasis on tactics and not enough on strategy. They do this because they believe this will improve execution and efficiency. And yet, they seem to get further and further behind. In a quest to prove their existence to their boss (so that they can in-turn show their worth to their bosses) they spend an ever-growing portion of their team’s valuable time gathering metrics instead of marketing. But to really get ahead, you’ve got to have realistic goals and an understandable strategy that lets every member of your team see the light at the end of the tunnel.

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