ABSTRACT
This chapter focuses on how to build a high-performing marketing team that incorporates the dissonant skill sets required to meet today's business challenges. To deliver the company objectives, the CMO needs to ensure that the Board understands and agrees on what the marketing team should focus on and achieve. This entails defining what the business needs and determining marketing's role in delivering this. Additionally, the required focus for marketing can quickly shift, in line with changing business needs. Developing a steady stream of innovative and profitable new products and services is another more creatively led activity that the marketing team may be asked to focus on. Entrepreneurial marketers prefer to spend their time finding new ways to cost efficiently drive business growth, rather than on influencing others – and so typically flourish in a locally run company with local profit and loss (P&L) responsibility.
