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Roy Young, the director of strategy and development and co-author of the book Marketing Champions – Practical strategies for improving marketing’s power, influence and business impact, stopped by the Duct Tape Marketing podcast to share his insights on this notion of marketing champions.
Young and co-authors Allen Weiss and David Stewart demonstrate that marketing is both underutilized and underappreciated and that something has got to be done about it. I agree, most organizations, big and small, underestimate the fact that they are essentially marketing businesses – no matter what they really offer.
Marketing Champions gives marketers tools, including a compass, to create more valuable marketing and, perhaps equally important, to measure, communicate and champion the true impact marketing delivers for the organization.
Are You a Marketing Champion?
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