Marketing has officially moved beyond its role as a cost center, with growing expectations for the function to prove its impact on business growth. Yet research from Madison Logic and The Harris Poll finds that 48% of marketing leaders are still guessing which marketing actions influence purchasing decisions. In this Fast Company op-ed, Madison Logic CEO Keith Turco explores the gap between marketing’s growing revenue mandate and its ability to connect channels, buying-group engagement, and activity to pipeline progression. Read it to learn why closing that gap will define the next generation of marketing leaders.
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