Marketers fail to link strategy with business goals

©IDG Communications, Inc. Photo contributed by Matthew Mikaelian.

MarketingWeek, 12/7/10

Marketers risk losing influence in the boardroom after a report found that the overwhelming majority are failing to properly link marketing with overall business strategy.

The study, by Accenture and The Chartered Institute of Marketing (CIM), reveals that only 15% of marketers fully integrate what marketing does with broader business strategy.

A further 8% say there is a significant disconnection between the two.

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