Marketers understand the difference between “good revenue” and “bad revenue”, whereas focusing solely on shareholder returns incentivise companies to chase any revenue.
An answer without a question
There is a lot of data we have revealed this year that lays bare the extent of the challenge marketing leaders face.
Perceived lack of progression and the extent of overwhelm chief among them. Neither are conducive to getting the best from people. This week, we revealed two very different but also damaging drags – the dearth of effectiveness and strategic skills.