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"Does marketing deserve such a raw deal?"
by Chris Sykes - Founder and CMO
Then
Many CEOs or CFOs complain about the lack of widespread marketing accountability and control (as do many CMOs). Certainly compared to other business functions notably sales, purchasing, manufacturing and logistics, marketing does seem to have a relatively free reign. Only recently does it now feel similar pressure for greater accountability and measurement driven from the boardroom. The trouble is many boards fail to take appropriate action in terms of providing the necessary information infrastructure or any budget to fund it.
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