The article discusses the persistent issue in marketing where professionals are invited to the decision-making table but are often sidelined as mere executors of pre-determined strategies. Misaligned KPIs imposed by finance or leadership, without marketing's input, result in a short-term focus that neglects long-term business growth. This disconnect hampers the marketing team's potential to drive meaningful impact. The importance of placing marketing as a core component of growth strategy is emphasized, backed by data indicating that CEOs prioritizing marketing achieve significantly better growth outcomes.
"The disconnect is real. Marketing is often handed KPIs set by finance or executive leadership without marketing input, missing the bigger picture and growth potential."
"CEOs who place marketing at the core of their growth strategy are twice as likely to have greater than 5% annual growth than their peers, highlighting marketing's crucial role."
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