Recently I had an interesting debate with a CEO who has built her business sustainably and profitably over a long period of time.  She has a lot to be proud of and has done this without any on-board marketing expertise.

Her view point was that she wanted to build a marketing function slowly within her own business, a laudable ‘roll your sleeves up’ attitude.  Mine was that having worked for many a large organisation, and quite a few small ones, I have rarely seen this work successfully. ...


Continue reading ...