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Marketers call for strategy changes in effort to play wider company role

Alison Millington

Marketing has often been seen by those outside the profession as an unnecessary cost, something marketing leaders have tried to address in an effort to be seen as a key component of business strategy. However, a major new study from Marketo and the Economist Intelligence Unit suggests that while there are still issues, a shift is occurring in the way marketing is approached and a path has been laid out to ensure marketing becomes a revenue generator.