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Naked and Afraid: Surviving Business Disruption and Showing Marketing’s Impact
Naked and Afraid: Surviving Business Disruption and Showing Marketing’s Impact
B-to-b marketing environments are subject to frequent disruptions, but changes don’t excuse marketing leaders from demonstrating accountability
To prove marketing impact, the measurement approach needs to be tied to the plan for how marketing intends to create business value
By prioritizing key elements of planning and measurement, marketing leaders can create a survival approach to sustain them through the next planning cycle
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