Summary
Corporate marketing is a poorly defined role within most organizations, and it fluctuates as the organizational structure shifts from centralized to decentralized and back. However, regardless of the structure, it is time for corporate marketers to step up and fulfill three key purposes for the marketing organization: leadership, learning, and efficiency. Marketing leaders should sit down with their peers to define the responsibilities and success metrics of corporate marketing, then align the processes and job descriptions, and check that the department has the right skills to execute.
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