Take charge of your marketing.

No one cares about your success like you do – not an ad agency, not a marketing director. Do not leave your marketing oversight to others.

Over the last 30 years or so, there has been a subtle but crucial shift in how many companies manage their advertising, public relations and marketing.

Prior to the 1980s, marketing was usually a C-level activity. It was considered so important to the ongoing success of a business that the company CEO or at least an executive vice-president directly oversaw it.

In recent years, the CEO’s focus has shifted almost entirely to driving shareholder profit. Where once a company head had perhaps five to ten years to prove his or her worth, today CEOs are hired and fired on the results of just a few quarters’ profits.

The result is that marketing has been shunted off to lower-rank officers in the business such as a marketing director or communications officer, often a junior executive who may not have much real clout within the company.

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Here in less than 300 words is everything I know about marketing success, honed to its essence. (See #3.)

0: Take charge of your marketing

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