Forget campaigns: Build your marketing stack
from By Randall Craig
Most marketers think of themselves as builders. Their work grows the organization, grows market share, grows the portfolio of products and services. A bit more tactically, the marketer builds page views, conversions and social engagement. Underlying all of these activities, the marketer builds relationships. But is there merit in growing marketing itself? Not the ad spend or departmental head count, but the number of simultaneous marketing initiatives that the organization can successfully run?
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