When marketing abdicates strategic responsibilities it naturally becomes the simultaneous serf of sales and finance departments, pulled one way to increase sales and another to build profits. There is little more dangerous to the future of a company than marketing enmeshed completely in day-to-day challenges. Marketing needs to build creative and strategic tension into the usual tug-of-war between sales and finance departments. Where there is peace with marketing today, there is often strategic trouble brewing so the comfort of sales and finance executives with marketing and their initiatives is not a sufficient benchmark for marketing’s effectiveness.
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