(Episode 296; 14 minutes 07) It seems like a stupid question doesn’t it? Do you need marketing objectives? Well, maybe you don’t.
Roger James, chairman of the Australian Marketing Institute, says in some companies business and marketing objectives are very close. That’s because everyone in the business thinks in marketing terms.
Other businesses sideline the marketing function and do not treat marketing objectives with the same degree of seriousness as other top level financial factors. Yet we all know that successful businesses are those with a strong focus on the needs of the customer.
So perhaps you don’t need marketing objectives. Perhaps they just need to be part and parcel of the company’s overall corporate objectives.
Listen to today’s podcast and let us know what you think in the Talkback section at the end of this post.
See also: Does Your CFO Know Marketing Lingo? | BTalk Australia
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