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For CMO Professionals

Do Marketing And Strategy Make Good Bedfellows?

Marketing Leaders Should Get More Involved In Their Firm's Strategy

April 10, 2009

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  • By Mary Beth Kemp
  • with Jean-Yves Lugo,
  • Christine Spivey Overby

Why Read This Report

Most marketing leaders drive — or are involved in — their firm's consumer and product strategies. But three out of four have decided to leave distribution strategy and brand acquisition to their peers. To be successful in driving customer engagement, marketing leaders should involve themselves in these activities, especially as the effect of eCommerce on pricing and channel strategies grows.

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