Business acumen and a “big picture”
perspective are essential to participate in the executive management decision
process. Without these skills the
marketing person remains shrouded in the mystery of the unknowable return on
investment activity that is classic marketing.
You need to know about executives’ profit/loss management perspective
and how marketing can contribute to various business models. With this knowledge you will be able to
navigate the waters of the C-Suite and eventually….
Earn a Seat at the
Table
What does this mean, to “earn a seat at the table?” Senior management rarely has the patience and
time to spend with people that do not have a contribution to the overall
conversation and forward looking perspective needed to run a company. Sitting at the “table” does not mean you are
valued. You may have been given that
seat by a predecessor or by convention (we need SOMEONE from marketing at the
meeting).
You must EARN your seat.
You must become a valued contributor to the overall discussion – one
that lends both knowledge and insight to the conversation in a way that helps
the C-Suite make the hard decisions.
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