How focusing on brand value creates revenue growth
“Marketers, you know the struggle. Your execs ask every day (despite having access to dashboards): “How’s the pipeline accelerating?” And, in the next meeting: “What are we doing to deliver great customer experiences?” (because they read a Harvard Business Review article on the importance of customer experience last night on the plane).
These dual, sometimes opposing, goals can frustrate the heck out of marketing teams. Worse, they can create an unproductive, rudderless marketing organization that becomes ineffective at both.”
Read more at Martech Today.