I personally love #5: Embrace a culture of taking risks. Competition is stiff, markets are unpredictable. Organizations must entrust their marketing teams to make the right decisions in acting as the face of the company, but also in leading the company to growth. Strategy is important, but there are so many moving parts in engaging the right audiences and generating leads, that risk and flexibility are also a great asset.
Additionally, this article is simple, but needed reminder to the c-suite that the marketing department's main goal is very clearly to generate leads and needs to be perceived and treated that way from top-down to be successful.
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